Why siloed hotel tech categories should be removed from our vocabulary

James Bishop of SiteMinder argues that the hospitality industry must move away from siloed technology systems towards a unified, integrated tech ecosystem. He compares the seamless experience modern travelers enjoy with the fragmented and outdated systems many hotels still use, which hinder efficiency and innovation. By adopting an omni-channel approach similar to the retail industry's evolution, hotels can streamline operations and enhance guest experiences. Bischop advocates for an API-driven, MACH architecture to enable flexibility and real-time data integration, allowing hotels to leverage advanced AI and automation tools. He emphasizes the importance of a cohesive platform that combines various capabilities, driving real value and supporting hoteliers in providing exceptional service. Ultimately, Bishop envisions a future where hotel technology seamlessly supports both guests and staff, fostering a dynamic and innovative industry.

As both a keen traveler and someone who works in hotel technology, I straddle two very distinct worlds. ‘Traveler me’ knows what it’s like to experience the seamless – to book a hotel with hours to spare, to navigate a foreign town and find great coffee with the help of satellites 12,000 miles overhead, and to post the experience on social media – all with a few taps of my smartphone.

‘Hotel technology me’ probably knows too much. This version of me knows that the revenue team downstairs is likely bogged down in antiquated, siloed systems that can't speak with each other, in real-time if at all, to match the speed of progress. This me also knows that, because of this literal lack of connection between systems, the B&B I recently checked into hasn’t changed its rates in eight months and is leaving huge amounts of money on the table. Yes, this me even knows the reasons why the ‘personalized’ ad I was just emailed included some very fundamental errors.

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The Hotel Yearbook Technology 2024

The HOTEL Yearbook Technology 2024 delves into the transformative power of data in the hospitality industry, exploring how the "everything-data decade" is reshaping the landscape. This year's edition emphasizes the surge of data-focused innovations and products with open architectures for seamless data exchange and micro-applications embedded in diverse tech stacks. As data, often dubbed "the new oil", becomes pivotal for hotels to refine brand identities and the struggle to offer hyper-personalized services, it also plays a critical role in managing labor and energy resources efficiently. The publication provides essential insights and recommendations into harnessing data for superior service delivery, agile resource optimization, robust data security, and crafting extraordinary guest experiences.
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