The best—and worst—time to run a hotel or park

Fully Booked - episode 6

Flying back from my first HITEC in Indianapolis this June, I found myself thinking that there’s never been a better … or worse time to run a hotel or a park.

A better time because innovation in hospitality tech is exploding. As a guest, a marketer, and now a leader in this space, it’s exciting to see the pace of change. A worst time? Because that same explosion means choice overload. And with choice comes complexity. This choice overload is something that marketers are well-versed in: Do you spend on video content? On podcast creation? Thought leadership or case studies? I’ve always followed the martech (marketing technology) space very closely, so wanting to buy shiny new software all the time isn’t new to me.

But going back to the hotelier walking into Hitech this year. If I had a $10K or even $100K budget to spend on tech, I’d be overwhelmed (I highly doubt anyone is walking around with an innovation envelope these days, but let’s just pretend). Where do you start? What do you prioritise? What would actually move the needle for your property?

Let’s imagine you’ve got that envelope. Do you spend it on smart door locks to save staffing costs and give guests more flexibility? On Netflix streaming—because if guests can’t stream their own content, are you really delivering a modern experience? Or on an AI chatbot that boosts direct bookings and drives revenue?

These are real decisions. And they’re tough.

So I started thinking: how do we make sense of this innovation landscape? How do we categorise what’s out there in a way that helps hoteliers make smart, strategic choices?

Here’s how I’ve broken it down.

1. Revenue drivers

Let’s start with the obvious: tech that helps you sell more, faster.

AI chatbots are leading the charge here. We caught up with our partners at myma.ai, whose slick, AI-powered chat solution is converting like crazy. It replaces human agents and delivers jaw-dropping uplift in direct bookings—on your own site, which means better margins.

The before-and-after numbers are genuinely impressive. Guests engage more, convert more, and do it all without needing a live agent. For any hotel looking to boost revenue, this is a no-brainer.

And it’s not just about conversion. It’s about control. When you convert on your own site, you own the customer relationship. You avoid OTA fees. You build loyalty. That’s strategic value.

2. Cost Savers

Next up: tech that cuts overheads—whether it’s staffing or energy.

Smart access systems like those from Assa Abloy and Salto mean you don’t need a manned front desk 24/7. Guests come and go freely, and you save on labour. It’s a win-win: better guest experience, lower operating costs.

Energy-saving tech is also evolving. Yes, we’ve had cardholder systems for years, but now rooms can fully shut down when not in use. Take a look at TrustTech to see what Im referring to. The savings are real - and impressive. These systems go beyond the basics, using sensors and automation to optimise energy use without compromising comfort.

Then there’s connectivity. Bodhi stood out with a dashboard that gives your ops team a single view of what’s working, what’s broken, and where. The time saved on maintenance is massive. Faults are flagged instantly. Rooms are fixed faster. Guests are happier. Staff are more efficient.

This is the kind of tech that doesn’t just save money—it saves time, stress, and reputation.

3. Guest experience enhancers

Finally, tech that makes guests happier.

Messaging platforms like HiJiffy are getting smarter. They help hotels stay connected with guests before, during, and after their stay. That means better communication, faster responses, and more personalised service.

TV and streaming solutions are levelling up. Guests expect to stream their own content. If they can’t, it’s a friction point. And in hospitality, friction is the enemy.

There’s also a wave of innovation around in-room services—smart lighting, voice control, personalised settings. These aren’t just gimmicks. They’re part of a broader shift toward guest-centric design.

So, where should you spend?

Here’s my 2 cents — not as a hotelier, but as someone who makes strategic marketing bets every day.

1. Start with your biggest pain point. If staffing costs are killing you, look for automation. If your online reviews are poor, fix the guest experience first.
2. Pick tech that solves more than one problem. If it saves money and improves guest experience, that’s a win. Smart locks do both.
3. Pilot before you commit. If something’s pricey, pitch it as a test. It’s easier to get buy-in for a pilot than a full rollout.
4. Avoid point solutions. If it doesn’t plug into your PMS or CRM, skip it. You need integration to scale and prove ROI.
5. Do your homework. Read reviews. Ask for reference calls. Check Hotel Tech Report, Capterra, G2. Don’t fall for shiny demos—dig into the real results.
   
   

A marketer’s lens

As marketers, we face similar dilemmas all the time. Do we invest in AI content tools? More video? Better analytics? The choices are endless. The budgets are not.

So we prioritise. We look for solutions that solve multiple problems. We test before we scale. We integrate. We measure. And we learn.

That same mindset applies here.

If you’re a hotelier, think like a marketer. What’s your biggest pain point? What’s your biggest opportunity? What’s the fastest path to ROI?

And don’t forget the human side. Tech is a tool. Experience is the outcome. Guests don’t care what software you use. They care how it makes them feel.

Final thoughts

HITEC was a whirlwind. Hundreds of exhibitors. Thousands of ideas. Endless possibilities. Too many margaritas.

But the real takeaway? Innovation is here. It’s real. And it’s reshaping hospitality.

So if you’re running a hotel or park, now’s the time to lean in. Be strategic. Be bold. And be ready to choose.

Because the future of hospitality isn’t coming. It’s already here.

By Sandrine Zechbauer
Chief Marketing Officer

• 7 min read