The application of technology in the travel industry has become the main driver of growth over the course of the last 20 years. As the free movement of labor and goods becomes the norm, the need for easier and faster ways of travel has emerged. Travel technologies came into play around this time with the introduction of global distribution channels, various online payment systems, and booking engines. Apart from that, many B2B innovations brought better tools and products for businesses to analyze, optimize, and adapt according to the needs of the market.

As in every opening of a new chapter, travel technologies lacked the centralization it needed to consolidate various disciplines of technologies and tools. It is a known fact that fragmentation usually emerges as a result of globalization, along with the lack of localization, just as in the travel industry. Companies tend to piece together several tech solutions that meet their needs. The decentral structure of travel technologies brings several challenges for the players in the market. The principal one is the substandard quality and difficulty of setting secure and reliable integrations between independent solutions which renders each product and service into disconnected vertical silos. The learning curve that is required to excel on a different set of tools developed by unconnected companies and platforms results in low performance. Apart from these, the basics of scale economy show without any doubt that obtaining resources and tools from a single source has always been more affordable than purchasing from different channels.

— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management

In response to this HotelRunner offers a SaaS-enabled unified sales, operations, distribution, and revenue management platform, AI-driven solutions, and a worldwide market network. In addition to this, HotelRunner enables businesses to integrate 3rd party tools for a smooth experience. This platform converges the fragmented travel technologies under a single, unified umbrella.

HotelRunner’s grand strategy focuses on unifying various technological applications under one roof for the sake of providing an easy, and cost-friendly way of doing business. The platform consists of various features such as PMS, channel manager, booking engine, metasearch marketing, guest relationship management, business intelligence, rate shopping, reputation management, point-of-sales system, automations, and more. In contrast to using several different tools, products, and approaches, all it takes is to learn how to use a single platform, and everything is settled.

— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management

As part of the ongoing collaboration with the NAU School of Hotel and Restaurant Management and The School of Hospitality & Tourism Management at the University of South (USF), HotelRunner’s platform has been introduced to university students, thus enabling them to adapt to the application of technology in the hospitality industry. The program consists of tutorials on the platform, workshops, proof of concept implementations, and seminars regarding the use of technology in distribution, sales, and operations. Below are some quotes from USF Hospitality and Tourism Management students who get the chance to work with the HotelRunner platform:

I really enjoyed using the HotelRunner property management system. It was quick and easy to navigate, and I had the chance to experience and apply my theoretical knowledge on PMS. Lisa Rosario
I had a great time at the School of Hospitality and Tourism Management room, learning about the PMS and its role in hotel operations. I got hands-on experience with the system, which was like real-life practice. It's a valuable resource for hospitality students to practice and get familiar with a property management system. The reservation process offers interesting and user-friendly customization options for guest bookings. Thomas Brillard
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
HotelRunner PMS has fundamentally changed my property management experience and perspective. It stands out due to its user-friendly interface, smooth integration, and exceptional overall design. Nizar Alghobari
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
As a hospitality management graduate and hospitality professional, I've experienced several property management systems in the past, but HotelRunner stands out as a game-changer. The interface is incredibly user-friendly and intuitive. Within minutes, I’m able to navigate through the system, and manage reservations. The level of customization available is impressive, allowing me to tailor the system to my specific needs. Huu Le
The HotelRunner PMS was straightforward to use and easy to navigate. Everything was labeled and functioned nicely. There were multiple ways to access certain things through the system making it easy to find everything needed. I did not come across any errors or confusion when exploring the system. It can handle all the essential functions needed for a hotel to operate efficiently. Alexis Conkol
The most notable element of HotelRunner would be ease-of-use. The interface is user-friendly and easily operated. Overall, this system is smooth, quick, and efficient. Maris Enriquez

Conclusion

In conclusion, the travel industry has undergone immense changes in the last 20 years with the rapid rise of technology. While innovations have enabled growth, the proliferation of tools, systems, and platforms has also led to fragmentation and complexity.

By unifying core functionalities like property, inventory, and sales management, and more under one roof, HotelRunner allows companies to avoid piecing together disparate technologies and navigate the challenges of fragmented systems. With a single platform to learn and leverage, users can gain efficiency, reduce costs, and unlock the potential of integrated data and processes.

— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management
— Source: The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management

More info can be found at: https://hotelrunner.com/.

*Authored by Muhittin Cavusoglu, Ph.D., University of South Florida and Fred DeMicco, Ph.D., Professor of Hotel and Restaurant Management Northern Arizona University and a David Michael Meeks Visiting Scholar, the Kemmons Wilson School (KWS) of Hospitality & Resort

Radesh Palakurthi
Professor and Dean, IHG Chair of Excellence Kemmons Wilson School of Hospitality and Resort Management University of Memphis
The University of Memphis | Kemmons Wilson School of Hospitality and Resort Management