Can you share a bit about your background? What led you to become a leader in the hospitality technology space?

I started my professional career at Arthur Andersen and earned my CPA license from California before working for Revlon and other large companies as a Controller and eventually VP, Finance. I made a career change and moved into the technology space implementing ERP solutions working my way from Sr. Consultant to Project Manager, Director and finally VP, Consulting Services. I have been working in the Hospitality business unit for Infor since 2010 and learned the business through my close relationships with all the departmental peers. Infor gave me the opportunity to become General Manager of their SunSystems (Financial) solution and I moved to Barcelona since the SunSystems customer base was mostly EMEA & APAC based. Less than a year later, I was asked to lead the Hospitality business unit and thus returned to the United States.

How has your experience in global acquisitions and business process integration influenced your role at Infor? Also, how has your time at Infor Consulting Services as well as your time with Professional Services at Ariba been beneficial in your current role?

Acquisitions require you to understand all aspects of the business you are acquiring and not just your area of expertise. In addition, as you go through the assimilation process with the new company you need to be able to explain why Infor approaches certain situations one way or another. You must help others understand the business methodology and approach. By sharing this knowledge and understanding how their business operated leads you to think openly about whether your approach or theirs is the best way forward.

Has your work in Europe and Asia influenced your approach to global operations at Infor?

Absolutely, when you work for a US company, you sometimes forget about how your solution or business practices are interpreted by other regions. I try to spend a lot of time in Europe and Asia to better understand the business & cultural challenges that are unique to these regions both from a customer perspective as well as internally.

How does Infor HMS leverage cloud technology to streamline operations and maximize profitability for hospitality organizations?

Infor HMS (Hospitality Management Solution) leverages cloud technology to streamline operations and maximize profitability for hospitality organizations in several ways. Cloud technology allows Infor HMS to scale resources based on the changing needs of hospitality organizations. Whether it’s managing a small boutique hotel or a large chain, the cloud provides the flexibility to expand or reduce computing resources as required. Infor HMS on the cloud enables centralized data storage and management. This ensures that critical information, such as guest profiles, reservations, and inventory, is easily accessible and up to date across all departments and locations.

HMS deployed in the cloud offers remote accessibility. This means that hotel staff can access the system and relevant data from anywhere with an internet connection. This is especially beneficial for staff who may need to work on the go or from different locations. Cloud solutions eliminate the need for on-premises hardware and infrastructure, reducing capital expenditure. Hospitality organizations can leverage a subscription-based model, paying for the resources they use. This cost-effective approach allows them to invest in other areas of their business. Cloud solutions also offer the advantage of automatic updates and maintenance. Infor HMS can roll out new features, security patches, and improvements without causing downtime for the hospitality organization. This ensures that the system is always up-to-date and secure.

Can you discuss the mobile capabilities of Infor HMS and how they enhance guest experiences?

Infor HMS typically offers mobile capabilities that enhance guest experiences and staff processes in several ways. For example, guests can use their mobile devices to check in and out, reducing the time spent at the front desk. This feature provides convenience to guests who prefer a seamless and efficient check-in process. Infor HMS also supports mobile room keys, allowing guests to use their smartphones to unlock their hotel rooms. This enhances security and provides guests with a convenient alternative to traditional key cards.

On the staffing side, employees can access real-time information about guests, reservations, and room status from their mobile devices.  This the primary function of the housekeeping app and enables quicker response times to guest requests and issues, improving overall guest satisfaction. Lastly, mobile capabilities may include the ability for guests to view and settle their bills using their smartphones. This streamlines the check-out process and offers guests a convenient way to manage their folio charges.

How does Infor HMS’s automated and customizable reporting capabilities help hospitality organizations?

Infor HMS comes with the most common and frequently used reports pre-configured out of the box, making it easy for a user to get started.  These reports can be modified on the fly, creating a custom report.  Additionally, Infor HMS enables users to run a report on “any” field, using a very user-friendly data spy functionality, allowing the user to filter and sort data to its heart’s content.

For multi property and even multi solution analytics and intelligence, Infor is upgrading our Hospitality Analytics to Hospitality Analytics & Intelligence (Infor HAI). This “above system solution” offers users a wealth of analytical data for operational streamlining and strategic decision making.  Infor HAI will also be enhanced with the latest in generative intelligence, providing the user with answers to complex business situations.

Can you share some of the unique needs of hospitality organizations that Infor HMS addresses?

Infor HMS addresses the unique needs of hospitality organizations through various means. With a drive for hoteliers to be come more sustainable, Infor supports digitalization by offering paperless/digital workflows. Each Infor solution is configured with the right screens and user experience for each different user persona. This ensures that users do not get lost in the solutions having to navigate screens they are not using. Infor also offers a wealth of API and integrations so customers are not forced into working with a limited number of third-party vendors. With Infor, the customer can select to continue to work with the third-party vendors they already working with.

Can you discuss the optional offerings around hospitality revenue management, and BI tools in Infor HMS?

Revenue Management and Infor HMS (Hospitality Management System) are two distinct but interconnected concepts in the hospitality industry. Revenue management, also known as yield management, is a strategic approach to optimizing the pricing and availability of products or services to maximize revenue. In the context of the hospitality industry, it involves dynamically adjusting room rates, inventory, and distribution channels to meet demand and achieve the highest possible revenue. One key component of revenue management includes pricing, or setting optimal prices based on demand, seasonality and other factors. Inventory management is another component that allows for the control of availability of rooms and services. Demand forecasting is also critical, as predicting future demand helps to make informed pricing decisions. With revenue management, customers will have increased revenue, improved occupancy rates and better utilization of resources.

On the other hand, Infor HMS BI and Analytics typically refers to the tools and capabilities that allow users to analyze and derive insights from data. Key features include data visualization, reporting, business intelligence, predictive analytics and performance metrics. Data visualization presents data in graphical formats for easier interpretation. Reporting generates standard and customized reports based on data analysis. Business Intelligence helps in making informed business decisions by analyzing patterns and trends. Predictive analytics utilizes historical data to make predictions about future trends. Performance metrics measure and monitor key performance indicators for businesses.

Combining Infor HMS with analytics capabilities allows hospitality businesses to gain deeper insights into their operations, customer behavior, and overall performance. It facilitates data-driven decision-making and enhances the efficiency of various processes within the hospitality industry.

How does Infor Hospitality stay ahead of the curve in the rapidly evolving industry? Can you discuss some of the key trends in hotel technology that Infor HMS is addressing?

Infor Hospitality is a suite of software solutions designed specifically for the hospitality industry, including hotels, resorts, casinos, and other lodging businesses. It aims to streamline operations, enhance guest experiences, and improve overall efficiency. Infor Hospitality addresses a handful of notable trends in the hotel industry. For example, the hotel industry is increasingly adopting contactless technologies to minimize physical interactions. This includes mobile check-ins, digital room keys, and mobile payment options, all aimed at providing a safer and more convenient experience for guests.

Guests now expect personalized experiences, and hotels are leveraging technology to tailor services based on individual preferences. Infor Hospitality, for example, might use data analytics to understand guest preferences and deliver customized services, from room preferences to personalized recommendations and upsells.

The use of data analytics is on the rise in the hotel industry. Infor Hospitality and similar solutions help hotels collect and analyze data to gain insights into guest behavior, preferences, and operational efficiency. This data-driven approach can inform strategic decisions and enhance overall performance.

Many hotels are developing mobile apps to engage with guests before, during, and after their stay. These apps can offer a range of services, such as pre-arrival notifications, in-app check-ins, and the ability to request services or amenities. Seamless integration with third-party platforms is essential for hotels. Infor Hospitality might offer integrations with online travel agencies (OTAs), channel managers, and other tools to ensure efficient distribution and management of room inventory.

AI-powered solutions are being employed to automate routine tasks, enhance customer service through chatbots, and optimize pricing strategies based on demand and market trends. With an increasing number of cyber threats, hotel systems need robust security measures. Infor Hospitality and similar solutions likely include features to protect guest data, payment information, and the overall integrity of the hotel’s IT infrastructure.

Can you discuss the role of AI and machine learning in Infor HMS?

Infor HAI with generative intelligence and of course our RM Solution has always been at the forefront of using machine learning, artificial and generative intelligence.  We want to ensure that we support our customers with cutting-edge technology that helps them to avoid doing mundane tasks so they can focus on both customer and employee satisfaction. For example, with our AI engine, HMS will be able to assign rooms to next day’s arrivals, considering the guest preference, the expected departures and arrivals and mix of business of that day.

What will be the primary focus areas for Infor Hospitality this year, particularly in terms of enhanced platform capabilities and/or entirely new solutions?

Infor Hospitality has a few primary focus areas for the year, such as suite solutions, HAI, InnDx allowing for multi-property, multi-solution and multi-datacenter capabilities. Another focus is to embrace the latest in cloud technology with serverless functions, allowing automatic and optimal scaling when and where needed. Finally, we want to take full advantage of AWS & Infor’s cloud technology and tooling, which will result in a cloud only offering from 2025 onwards.

The post Spotlight Interview: Joe Vargas, SVP and General Manager of Hospitality at Infor appeared first on .

Can you explain the importance of data quality for the hospitality industry? How does accurate address data improve the check-in process for hotels?

In the dynamic realm of business, particularly within the intricate world of hospitality, the pivotal role of data quality in achieving success cannot be overstated. Today, data has evolved beyond being a mere asset; it is now the lifeblood of any enterprise. The true value of data, however, lies not only in its abundance but in its quality. Poor-quality data carries far-reaching repercussions, capable of casting a lasting shadow on a brand’s reputation and precipitating costly mistakes.

Accurate address data is essential for hoteliers to ensure smooth operations, improve guest experience, and streamline various processes such as reservations, check-ins, and guest communications.

We all want to build long and profitable relationships with our customers. But customer communication is reliant on having accurate information on hand. Collecting trustworthy data and updating existing records gives you a better, deeper understanding of your customers. Quality data leads to effective communication with guests, improved decision-making, a positive brand reputation, an increase in efficiency and an increased success rate in product and service delivery. With high-quality data, you can reach your customers at the right time, via the right channel, with the right message.

Hotels rely on accurate data for various operational processes, from reservations to room assignments. High-quality data enables efficient management of bookings, reducing the risk of overbookings or errors that can negatively impact operations.

Can you share some insights into how Loqate’s technology enhances data quality at the point of entry? How does improving data quality at check-in contribute to customer satisfaction?

Loqate guarantees a swift and seamless guest experience by validating customer contact details in real-time, both during online bookings and at check-in within your PMS platform. As the guest inputs their address, Loqate’s technology takes charge, suggesting valid addresses to reduce keystrokes, prevent typos, and eliminate incomplete entries.

This streamlined process not only expedites the guest’s arrival but also ensures precision at the point of entry, mitigating potential delays and enhancing overall satisfaction. By minimizing the risk of inaccuracies in guest details, including addresses, Loqate establishes correctness from the outset.

The integration of Loqate’s address verification solution streamlines various operational processes, from invoice generation to managing guest preferences and conducting post-stay surveys. Accurate customer data ensures efficient communication and a seamless experience for both guests and hotel staff.

Can you share some insights into the role of data quality in driving business growth and success for hotels? Also, how does accurate address data helps hotels reach guests during their stay and beyond?

In today’s data-driven world, a hotel’s data quality directly impacts its ability to operate, grow, and stay ahead of the competition. Data quality is fundamental for success, beyond the check-in process. From streamlining operations, the impact of accurate data resonates across different aspects of a hotel’s functioning.

Operational Efficiency: Precise data streamlines reservations, room assignments, and service delivery, reducing errors for a seamless guest experience.

Positive Brand Image: Reliable data contributes to a positive brand reputation by minimizing communication errors and operational hiccups that could tarnish a hotel’s image.

Effective Communication: Accurate address data enables targeted communication during and after a guest’s stay, enhancing the overall experience and promoting ongoing engagement.

Targeted Marketing: In reaching potential guests, accurate address data is essential for targeted marketing efforts, ensuring promotions and offers reach the right audience.

Post-Stay Engagement: Quality data supports post-stay engagement strategies, including feedback surveys, promotions, and ongoing communication to encourage future bookings.

Can you share any advice on how hotels can improve their Data Quality?

Regardless of sector, your business should have a clear and well-thought-out plan for how data will be collected, maintained, and analysed. A successful data quality plan ensures accurate data the second it enters your database. Validation software can be implemented in various channels such as your website, CRM or PMS system to prevent inaccurate information, like poor address and email contact details, from entering your database.

Whilst that’s the first step, it’s important to note that data decays over time. By the end of the year, your customer data on average will have decayed by around 15-20% and your business data by 30-40%. For this reason, ongoing maintenance is essential to ensuring your database is kept clean and the quality of your data is optimal.

In an economy where margins are getting tighter, it’s worth having a think about what the data flow looks like within your organization and identifying any areas where you could be losing opportunities and revenue without realising.

Improving data quality management doesn’t always mean massive investments in IT and organizational changes. Even small tuning-type adjustments to the existing architecture can bring quick and significant benefits.

How does Loqate differentiate itself from other data solution providers in the hospitality industry?

While there are many types of address verification tools, type-ahead address verification makes it quick and easy for users to search and complete their full address in just a few keystrokes, making the process of entering an address into an online form much quicker and smoother. It also ensures that the data that is captured is valid and accurate.

Loqate is the global leader in address verification – we set the standard by pioneering data curation methods and technological innovations that power our location data products and services.  With pre-built extensions for leading PMS tools such as Oracle Hospitality, CRM and e-commerce platforms you can be up and running within minutes.

Can you explain how Loqate’s technology aligns with the increasing demand for personalized guest experiences in the hospitality industry?

Quality data is vital for any hotel, as it can provide insights into customer behavior, preferences, and trends. With quality data, hotels can know their customers better and develop more effective, personalized marketing strategies that can improve Customer Lifetime Value (CLV).

Data quality serves as the foundation for enabling businesses to personalize interactions with their guests, creating a tailored and memorable experience. Through the collection and maintenance of accurate customer data, companies can gain invaluable insights into a customer’s individual preferences, their behavior patterns, their purchase history, and more. This all begins with accurate customer contact data.

With accurate address, phone and email addresses within your PMS, hotels can personalise guest communications, including pre-arrival emails, promotional offers, or important announcements. This targeted communication based on verified information enhances guest experience and drives customer loyalty. This alignment positions hotels using Loqate at the forefront of delivering a superior and individualized guest journey.

How does Loqate’s technology help hotels optimize their check-in procedures? Also, can you explain how Loqate’s solutions contribute to boosting customer satisfaction as well as loyalty and retention?

In recent years, the hospitality industry has experienced significant transformation, accompanied by heightened customer expectations. Streamlining the check-in process is crucial for fostering a positive customer experience, directly contributing to improved customer loyalty and retention.

How does Loqate’s address verification and geocoding technology benefit hotels and online sales conversions? Can you share some insights into how Loqate’s technology enhances online conversion rates for hotels? 

Loqate’s technology ensures a seamless booking process by automatically validating and suggesting accurate addresses as users input their information. This minimizes errors, reducing the likelihood of users abandoning the booking due to frustration, and increases the likelihood of completing the transaction.

Can you share some insights into your background and career? What motivated you to pursue a career in the field of data and technology?

My first job was as an Apprentice Electrical and Electronic Engineer.  The company I worked for manufactured machines for the automotive industry, I like to think that I had a small part to play in every Jaguar and Land Rover that was manufactured during the late 80s and early 90s. That job made me very curious and maybe creative too, looking for problems that could be fixed through technology. My interest in data started whilst working at leading Systems Integrator where we implemented CRM systems for some of the largest brands around the world. I grew frustrated that it didn’t matter how well we implemented the technology was – if the data wasn’t right, you’d never achieve what was intended from the outset. Conversely, there were a few brands that really understood the value of data and the difference investment in it could make.

How has your previous experience in data management influenced your approach to leading the Global Data team at Loqate?

Prior to my current role at Loqate, I worked for some of the largest multi-national Data Providers as well as some of the smallest. So vastly different cultures and I’d say this probably influenced me the most. To be successful you need the creativity and cadence of the start-up but the control of the multi-national which is no easy task.  It can be done though.  I’d also like to think that the curiosity from my days in Engineering is still there, creating a culture where everyone questions and queries everything to improve it.

 How do you stay updated with the latest trends and advancements in data management and technology?

It’s hard not to with the hundreds of email bulletins you receive on a daily basis telling you what the latest and greatest trend is. Outside of that though I’d say I learn most from our customers.  I’m fortunate to work in an office surrounded by our enthusiastic and committed Customer Success Team so I get to hear the calls and often invite myself onto them.  Many of the fastest growing Global Organizations use our Technology and I love to listen to what they’re doing and how they’re doing it – it’s that curiosity again.

The post Spotlight Interview: Stuart Watt, Head of Global Data at Loqate appeared first on .

Can you tell us about your journey from being an electronics engineer to becoming the VP Sales and Marketing at IRIS? What drew you to the IT sector and specifically to the hospitality technology space?

The simple answer to this is ones and zeros. As part of electronics, we learnt the fundamentals of what made a computer tick. As a bursary student through college, I was obliged to work out my time at a sponsor. When I arrived and realized they had nothing electronic and everything pneumatic, I very quickly realized that was not where I wanted to be. I bought myself out and found this small startup hospitality company that appeared to be doing everything on a green screen. I was instantly hooked. I transitioned from repairing everything for the green screens over to installing and understanding the language that made the green screen do its magic. I have never looked back.

Can you describe your core role at IRIS and how your team manages major account partnerships?

At IRIS, my core role is leading the sales and marketing teams and managing our major account partnerships like Marriott. As a global provider of guest experience platforms to some of the leading hotels of the world, it’s a privilege and joy to work with some of the great leaders of hospitality to help them develop and enhance their digital ordering experience for guests and staff alike. I work closely with our product teams too, to ensure we’re delivering a functional and feature-rich solution that meets our client’s needs and delivers exceptional benefits.

We pride ourselves on a partnership-first approach. Whether that’s working with hoteliers to understand their challenges, or collaborating with fellow hospitality technology companies to build our network of integrations and add value to our client tech stack. The absolute most important part of a partnership is being able to translate the group’s desires into a technical format for the awesome development team to then be able to deliver what is really wanted as opposed to what they think is wanted.

Can you provide a brief overview of IRIS’s technology platform and explain how it helps hotels boost revenues and drive down costs?

Since it first launched in 2010, IRIS has revolutionized digital ordering for the hospitality industry. Built with hotels and restaurants front and center, it provides guests with a flexible and convenient mobile ordering experience and as a result, reach and engage with more guests in a way that suits them, whilst at the same time driving ancillary revenue.

Our core features operate across digital F&B ordering, guest directory and concierge solutions. Each one makes it easier and faster for guests to manage their own stay and browse, order and pay for items and services across multiple outlets from the palm of their hand, whilst at the same time enabling clients to reduce their operating costs.

What sets IRIS apart from other technology solution providers in this space in terms of technology and the client benefits you deliver?

Honestly, our robust, scalable platform where we have focused on true integrations (not database matching) is probably the biggest technical asset we have today. The decision years ago that if we were going to do integrations, we were going to do real integrations has set us apart from 90% of the rest of the pack. The impact that we have on client revenues, efficiencies and guest experience continue to raise the standard for the industry. On average, our clients report that following the implementation of the IRIS platform, they see an increase in average guest spend and F&B revenue of between 20%- 40%. This is in addition to a time saving of around 10 minutes labour per order.

As a result we are chosen and trusted by a growing global client base which includes many of the leading hotel groups of the world: Marriott,  Four Seasons, Mandarin Oriental Hotel Group, IHG and Ennismore.

As we are cloud-based we have both the agility and capability to scale on demand and implement our multi-lingual platform and suite of solutions across multi-group and multi-brand client bases.

How does the IRIS F&B Ordering system help restaurants deliver better digital experiences to their guests and staff?

From a guest perspective the demand for mobile ordering technology continues at pace. Guests have grown accustomed to the speed and convenience that mobile ordering offers, not least because they are empowered to order and pay at a time and place that suits them. Coupled with the maturation of the internet-first Generation Z and this demand looks set to increase even further in the future.

In line with evolving guest expectations, new features and functionality are continually being released to meet this demand. The IRIS platform now offers guests the option to open a tab; order items in advance of their stay, search, and filter items according to allergens, and our split bill feature makes it much easier for larger groups to settle bills. From a guest experience point of view, it then delivers more accurate ordering and reduces wait times.

For staff the need to manually upload orders is eliminated as guests self-serve and their orders are delivered straight to the bar or kitchen to be fulfilled. Less time and focus needed on the administration of a guest order means waitstaff are able to spend more time providing great service and crucially getting to know the guest and build their relationship and loyalty. Swifter digital ordering means staff are then equipped to serve more covers, with fewer resources and less stress.

How does the IRIS Guest Directory help hotels manage up-to-date information for their guests?

The digital guest directory offers an efficient, accessible, and more sustainable alternative to the traditional in-room printed directory, complete with all the information guests expect including hotel facilities/services, maps and local area recommendations. A more environmentally friendly solution with no printing costs, all of which can be easily updated online to keep the content relevant and fresh.

Guests can access this information wherever they are in a property, at their convenience for real time visibility and understanding of the hotel’s offers. Being able to access and update also means hotels can showcase current offers and promotions to support their wider sales and marketing strategies. There are endless opportunities for the Marketing team to put up something fresh multiple times a day, if desired.

How does the IRIS® hotel app provide outstanding digital experiences to guests and staff? Also, can you elaborate on how the IRIS® mobile concierge service requests prevent miscommunication or language barriers for international guests?

The core ambition of the app is to empower and support both guests and staff. That really comes from the breadth of functionality and seamless UX that we strive to deliver across every feature, whether for a member of staff or guest.

Our approach first and foremost is to evaluate what will enable the guest to have a better experience and what will equip staff to do a better job? Using our innate understanding we then build solutions that are not only fit for purpose but really add value. Guests can view information and order from the comfort of their own device from anywhere in the property, without being restricted by having to find a physical menu, flag down a waiter or wait for a staff member to take their order and pay. Fully integrated with POS, Payment and PMS operators, likewise staff can save on resources and improve service times as orders are processed directly in the kitchen and guests pay online. This increases turnaround time, operational efficiencies, and profitability.

The IRIS Mobile Concierge solution was developed to enhance guest communication and help operators overcome the challenge of language barriers which is commonly felt. Our solutions can be branded in line with a hotel’s own branding and UI and UX journeys are rigorously, regularly tested to provide guests with accurate instant requests and booking facilities, on the go. To cite an example, the Mandarin Oriental in Munich installed our digital ordering and mobile concierge app and makes full use of our language support feature to assist overseas guests. Operators and guests can access translated content in just one click, and new information can be updated in real time to ensure it is always current and eliminates the risk of mistakes and misunderstanding. This includes Arabic text which is written from right to left in the correct cursive style.

Who are some of your customers? What categories or types of hotels are likely to benefit most from your platform capabilities?

Our broad and growing global client base includes many of the award-winning and leading hotel groups of the world; Marriott, Mandarin Oriental, Ennismore, Hilton, IHG and Four Seasons to name just a few. Currently we support over 70 brands in over 90 countries.

Given the breadth of our operations worldwide we are able to cater for a broad range of hotel types to support multiple brands, tenants and languages. We have the scale and flexibility to be able to take a bespoke approach to supporting our clients whether they are a smaller operator or have a larger, global footprint in the market.

Can hotels quantify the benefits in terms of cost savings, incremental sales lift, and/or other financial metrics? If so, can you share some recent success stories?

As a solutions provider we are acutely aware of the need to demonstrate value and return on investment for each client. Introducing new software and platforms requires time, training as well as financial resource. Understanding the impact it has is fundamental to understanding the return on that investment and how it is adding value to operations. Particularly in the current climate when the need to reduce costs is still a top priority for many operators.

Some of the metrics we use when analysing the performance of our app include cost savings and incremental revenue. Mobile ordering is proven to increase average guest spend for guests who generally spend more per transaction and order more frequently online – guests  no longer have to wait for a member of staff to order, and the app is accessible to 100% of the hotel’s guests wherever they may be Cost savings come from reduced printing, automated processes and minimised resources.

To put into wider context, a selection of results after implementing the IRIS app speak for themselves: Sheraton Grand Mirage, Port Douglas increased their F&B revenue by 51% year on year; Mandarin Oriental Wangfujing boosted the number of in-room dining orders by 113% which resulted in their revenue rising by 120% year on year; F&B revenue increased by 46% at W Boston and Sheraton Phoenix Downtown doubled guest spend and saved 15 minutes per order.

Can you tell us about the new features that IRIS launched earlier this year to enhance hotels’ ordering and payment capabilities? How do these new features help hospitality operators realize their operational and revenue potential?

Each of the new features launched this year were developed to enable hospitality operators to realise their operational and revenue potential at a time when wider market conditions have meant inflation and recruitment continue to present challenges. Each one supports a different stage and potential requirement of the guest journey.

These include a new search and filter function for allergens to enable guests to personalise their menu choices, clearer pricing displays, and open tabs. Furthermore, we introduced a new split bill feature (to ease group bill settlements), call wait staff function (so guests can call for a member of staff via the app), digital staff ordering and advanced grocery ordering (for guests to pre-order groceries and toiletries ahead of their stay so operators can tap into the all-important second wallet pre-arrival).

How does IRIS plan to continue innovating in the hotel technology space?

Our R&D team are committed to evolving and enhancing our complete suite of solutions to support both operators and their guests. The trend for the adoption of mobile technology from both sides of the menu (and front desks) continues to grow and we look forward to leading the charge as pioneers within the space with new innovations such as dynamic pricing and centralised concierge solutions.

Much of this ambition will be aided by the work we do with our hotelier network and like-minded integration partners toremain at the forefront of understanding what current challenges are either within the industry or from guests and working together to build and deliver the solutions to meet them.

What are some of the challenges you foresee in the hospitality technology sector and how is IRIS preparing to tackle them?

The pace of technological development can be a challenge for hospitality operators to keep up with, particularly when faced with the broader challenges of managing costs and staffing. Likewise training staff and having access to a Support portal to ensure they are getting the best ROI can make the prospect of installing new solutions, particularly in a market that has high staff turnover and  new product launches, less daunting. As that landscape continues to broaden, taking the time to work with clients to ensure they understand the necessary considerations for choosing the right technology partner and the steps needed for a successful installation will be even more important. This is the guiding ethos of our partnership approach to working with clients and was the reason we created our buyer’s guide.

In a similar vein the number of new entrants to the hotel technology space is incredibly exciting and inspiring as it not only grows the market but also its capabilities. This then paves the way for greater diversification. Rather than a challenge I regard this as an incredibly valuable opportunity for us and our clients. However in order to seize it, it is vital we maintain an open dialogue with our peers and support industry colleagues so that across the board we continue to nurture the sector and develop its capabilities together.

Lastly, what is your vision for the future of IRIS and the role it plays in the hospitality industry?

To keep doing what we do best which is delivering solutions for a wider network of operators and guests and acting as ambassadors for the wider hospitality technology sector as a whole. Its acceleration since the pandemic has been incredible to watch. There is an ever-increasing understanding of how technology can support an industry which has been through one of its most challenging periods.

Our ambition is to continue to exceed the expectations of operators and their guests by growing our own network of partners, and continued investment in  our own platforms so that we can continue to push the boundaries and raise the standard for hospitality technology and the guest and staff experience at a global level.

The post Spotlight Interview: Graham Rushin, Vice President of Sales and Marketing, IRIS appeared first on .

In this interview, Rogers shares insights into his background and career before founding Alertify, highlighting how his previous experience influenced the creation and development of the company. He discusses the inspiration behind venturing into the field of property monitoring technology and how Alertify’s room-monitoring solutions are improving the way property managers maintain guest satisfaction and security. He delves into the development process of Alertify’s solutions, explaining how the devices actively monitor for smoking, noise disturbances, large groups, and more. He also sheds light on how monitoring technology helps hotels, property managers, and short-term rental operators save money and protect themselves from disruptive guests and tenants.

First off, congrats on all your success to date. Can you share some insights into your background and career before founding Alertify? How has your previous experience influenced the creation and development of Alertify? What inspired you to venture into the field of property monitoring technology, in the first place?

I appreciate your kind words. My professional background has largely been in strategy consulting and capital markets, where I spearheaded impactful board-level consulting projects in the Financial Services, Energy, and Transportation sectors. In parallel, I engaged in entrepreneurial ventures, including Envitae, a luxury short-term rental management company in major US cities. Encountering challenges with disruptive guests, my partner and I pioneered a compact sensory array unit, giving rise to the inception of Alertify.

Can you explain how Alertify’s room-monitoring solutions are transforming the way property managers maintain guest satisfaction and security? How does Alertify help property managers mitigate potential disturbances and violations swiftly?

Certainly. Alertify’s room-monitoring solutions are revolutionizing property management by providing real-time insights into guest behavior. Our technology, equipped with sophisticated sensors, allows property managers and hoteliers to proactively monitor noise levels, indoor smoking, and occupancy in real time. This transformative approach enables managers to swiftly identify and address potential disturbances or violations.

By receiving instant notifications on their dashboard, property managers can intervene before issues escalate, ensuring a serene environment for all guests. This proactive stance not only enhances guest satisfaction but also prevents negative incidents that could harm a property’s reputation. Alertify empowers property managers to maintain security, mitigate disruptions, and create an overall positive experience for both guests and hosts.

Can you share some insights into the development process of Alertify’s room-monitoring solutions and explain how Alertify’s devices actively monitor for smoking, vaping, noise disturbances, large groups, parties and more?

The development process of Alertify’s room-monitoring solutions was rooted in addressing real-world challenges faced by hoteliers, property managers and hosts. We recognized the need for a comprehensive monitoring system that goes beyond traditional solutions while maintaining guest privacy.

Our devices are equipped with advanced sensors capable of detecting various activities, such as smoking, vaping, noise disturbances, and large gatherings. Alertify has advanced PM sensors that actively measure PM1, PM2.5 and PM10. This fine particulate matter is indicative of poor air quality and indoor smoking. The technology employs intelligent algorithms to analyze decibel levels without recording sound to recognize noise violations. The device uses infrared technology to ping surrounding smart devices in order to establish when groups gather.

The active monitoring system is designed to provide real-time alerts when custom-determined thresholds are exceeded. Whether it’s a noisy gathering or someone violating smoking policies, hoteliers and property managers will receive instant notifications via text or email. This proactive approach empowers management to take swift action, maintain a peaceful environment, and ensure the safety and satisfaction of all guests. Our commitment to innovation and continuous improvement drives the effectiveness of Alertify’s room-monitoring solutions.

How does Alertify help hotels, property managers and short-term rental operators save money and protect themselves from disruptive guests and tenants?

Alertify plays a pivotal role in helping hotels, property managers, and short-term rental operators save money and safeguard their properties from disruptive guests and tenants. Our room-monitoring solutions are designed to offer multiple layers of protection and operational efficiency.

Firstly, by actively monitoring for potential issues like noise disturbances, indoor smoking, and large gatherings, Alertify helps prevent costly damages to the property. By intervening before disturbances escalate, we reduce the need for extensive repairs and cleaning, minimizing operational expenses.

Secondly, our comprehensive incident reports serve as valuable documentation. In the unfortunate event of disruptive incidents, these reports provide clear evidence that can be used to address disputes, chargebacks, or legal matters. This not only protects the property’s financial interests but also streamlines dispute resolution, saving both time and money.

Moreover, our upcoming Welcome Link guest screening feature ensures a secure check-in process, reducing the risk of fraudulent bookings, property damage, and unauthorized events. This proactive approach minimizes the potential for revenue loss and operational disruptions.

Can you share some examples of how Alertify has enhanced property security and improved the guest experience?

Of course. Alertify has made significant strides in enhancing property security and elevating the guest experience. One notable example involves noise disturbances. By actively monitoring noise levels in real-time, Alertify allows managers to address potential issues promptly, preventing disturbances from escalating and ensuring a peaceful environment for all guests. This has led to a substantial reduction in noise-related complaints and an overall improvement in guest satisfaction.

Another impactful instance is our upcoming Welcome Link guest screening feature. This tool empowers hoteliers and property managers to verify reservation details, conduct robust ID and payment verifications, and customize screening questions. By implementing these thorough checks, Alertify helps prevent fraudulent bookings, unauthorized events, and other security concerns. Guests, in turn, feel more secure, informed, and confident in their accommodations, contributing to a positive guest experience.

Furthermore, our Guest Alert feature automates communication when rule violations are detected, offering a seamless and responsive interaction with guests. Whether it’s addressing noise concerns or indoor smoking incidents, this proactive communication not only resolves issues swiftly but also demonstrates a commitment to guest well-being, fostering a positive and trusting relationship.

Can you share some insights into the cost of preventable problems like noise complaints and indoor smoking in hotels? How does Alertify help in preventing these problems?

Preventable problems like noise complaints and indoor smoking incidents can incur substantial costs for hotels. Alertify plays a pivotal role in mitigating these challenges, providing a proactive approach to prevent such issues.

Noise complaints can lead to negative reviews, compensation requests, and even eviction in severe cases. The financial impact includes potential compensation payouts, loss of future bookings, and the resources required to address complaints. According to a survey by WPS, noise is the number one complaint among travelers. A Trip Advisor survey found that over 30% of people have experienced noise during a hotel stay, while 86% of guests would not recommend a hotel after a negative noise-related experience.

Alertify’s real-time noise monitoring actively detects disturbances. By setting customized thresholds, property managers receive instant alerts when noise levels exceed acceptable limits. This allows for prompt intervention, preventing issues from escalating and ensuring a peaceful environment for all guests

Indoor smoking can result in damage to furniture, walls, and linens, necessitating extensive cleaning and odor removal. The room may need to be taken out of commission for days or weeks, leading to a direct loss of revenue. Research by FreshAir revealed that the typical expense associated with each smoking incident in a U.S. hotel surpasses $1,100 on average. This isn’t even taking into account the impact of negative reviews which can damage the hotel’s online reputation, resulting in a potential loss of future bookings.

Alertify’s sensors actively monitor for smoking and vaping in real time. Immediate notifications allow hoteliers to address smoking incidents swiftly. This prevents prolonged damage, minimizes cleaning costs, and protects the hotel’s reputation.

Can you tell us more about the features of the Alertify device? How do the real-time notifications from Alertify work? Can you explain how the Dashboard and Analytics feature of Alertify helps property managers?

The Alertify device actively monitors for temperature violations, noise disturbances, smoking, and large groups or parties. When a violation is detected, the device sends instant notifications in real-time to designated channels, such as the hotelier’s phone, email, or both. This ensures swift awareness and allows for immediate intervention.

The Alertify Dashboard provides a comprehensive view of the property’s activities. It serves as a centralized hub for monitoring and managing guest violations. Hoteliers can monitor live data values related to noise, smoking, temperature, CO2 and other parameters in their units at any time. This real-time insight enables proactive management and quick response to emerging issues. The Dashboard allows hoteliers to view both current and past guest violations. This historical data is invaluable for tracking patterns, analyzing trends, and addressing recurring issues.

Alertify generates detailed incident and violation reports, providing a clear and objective overview of each occurrence. These reports include essential details such as the time, location, and individuals involved. Analytics derived from the reports offer valuable insights that empower hoteliers to make informed decisions. It facilitates data-backed strategies for optimizing hotel management, guest satisfaction, and security.

How do the After Incident Reports help in the event of guest disputes or fraudulent chargebacks?

The After Incident Reports generated by Alertify play a pivotal role in assisting property managers and hosts during guest disputes or in the face of fraudulent chargebacks.  The After Incident Reports provide a detailed account of incidents, including specific information such as the time, location, and individuals involved. This comprehensive documentation ensures that property managers have a clear and factual record of the events leading to the dispute or chargeback.

The reports create an objective record of incidents, reducing the risk of misinformation or subjective interpretations. This objective record serves as a reliable reference point, aiding in fair and impartial assessments of the situation. When disputes arise, property managers and hoteliers can use the detailed reports to present a factual and unbiased narrative of the incident. This objective documentation acts as valuable evidence, facilitating smoother and more efficient dispute resolution processes. In cases of fraudulent chargebacks, where guests dispute legitimate charges, the After Incident Reports serve as a crucial line of defense. The reports provide tangible proof of the incident, helping property managers defend their charges and mitigate potential financial losses.

Transparent and well-documented reports contribute to the credibility of property managers and hoteliers. By having access to detailed incident reports, property managers can demonstrate a commitment to transparency and accountability. The data-backed defense provided by the After Incident Reports adds a layer of reliability to the overall defense strategy. Property managers can leverage these reports to counter fraudulent claims with concrete evidence, reinforcing their position in the dispute.

Can you share some details about the integration of Alertify with PMS software? How does this integration enhance the functionality of Alertify?

Alertify’s integration with Property Management System (PMS) software is crucial for enhancing its functionality and delivering a seamless solution for property managers. Real-Time Data Sync ensures instant synchronization of data between Alertify and PMS, reflecting updates across reservations, guest information, and property status. Automated Guest Screening streamlines the guest screening process through Welcome Link by automating reservation verifications, ID checks, and payment validations within the PMS environment.

Customizable Screening Questions enables property managers to customize screening questions in the PMS, tailoring the process to specific standards and property requirements. Efficient Communication enhances communication by automating tenant alerts, notifications, and follow-ups for rule violations through the PMS. Streamlined Guest Management provides a unified interface within the PMS for managing guest information, reservations, and screening processes, reducing the need to switch between systems. Data Insights and Reporting allows for comprehensive reporting and data insights from the PMS dashboard, offering analytics on guest behavior, incidents, and property performance.

Congrats on the recognition Alertify recently received at the CES 2024 Innovation Awards. How does this recognition reflect Alertify’s commitment to advancing the field of property monitoring and management technology?

Thank you for your acknowledgment. The recognition we received at the CES 2024 Innovation Awards is a testament to Alertify’s unwavering commitment to advancing the field of property monitoring and management technology. This accolade reflects our dedication to pushing the boundaries of innovation, developing cutting-edge solutions, and setting new standards in the industry.

By earning recognition at such a prestigious event, Alertify showcases its ability to bring revolutionary and forward-thinking technology to the forefront. The CES 2024 Innovation Awards highlight our commitment to excellence, pushing us to continually evolve and refine our offerings. We are proud that our advancements in property monitoring technology have been acknowledged on a global stage, reinforcing our commitment to providing property managers with the most advanced, efficient, and reliable tools for success.

This recognition energizes our team to continue pushing the boundaries of what is possible in property management technology. We are excited to build upon this success and remain dedicated to delivering solutions that redefine the landscape of property monitoring and management

How does Alertify’s innovation align with the current trends in the property management industry?

First off, Alertify recognizes the growing importance of technology integration in property management. Our integrations with Property Management Systems (PMS) ensures property managers and hoteliers can harness the power of comprehensive monitoring within their existing technological ecosystem.

The property management industry is increasingly focused on elevating guest experiences. Alertify contributes to this trend by providing tools like Welcome Link’s guest screening and Guest Alerts. These features enhance security, streamline check-in processes, and automate communication, ultimately creating a positive and secure environment for guests.

Alertify’s automation features streamline various property management processes, from guest screening to incident reporting. Automation is a prevailing trend in the industry, as it reduces manual workload, enhances efficiency, and allows property managers to focus on their daily duties.

The property management landscape is evolving toward data-driven decision-making. Alertify’s Dashboard and Analytics feature provides valuable insights into guest behavior, incidents, and overall property performance. This aligns perfectly with the industry’s shift towards leveraging data for more informed and strategic management.

With the rise in concerns about security and risk management, Alertify addresses these challenges head-on. Our real-time monitoring for issues like noise disturbances, indoor smoking, and large groups helps hoteliers and property managers mitigate potential problems swiftly, aligning with the industry’s focus on proactive risk mitigation.

Can you tell us more about your plans for 2024? How does Alertify plan to expand its offering in the future? And big happenings on the horizon you can share with us?

In 2024, Alertify has exciting plans to expand its offerings and continue innovating in the field of property monitoring and management. One significant development on the horizon is the release of our much-anticipated Welcome Link guest screening feature to the public. This new addition will further empower property managers and hoteliers by providing advanced tools for guest verification, ensuring a secure and seamless check-in process. With Welcome Link, hoteliers can enhance security with ID and payment verifications, customize screening questions, and receive comprehensive insights into arriving guests.

Additionally, Alertify aims to strengthen its position as a leader in the industry by exploring new avenues for technology integration and introducing cutting-edge solutions. We are committed to staying at the forefront of industry trends, aligning our innovations with the evolving needs of property managers, short-term rental hosts, and hoteliers. As we move forward, Alertify remains dedicated to providing comprehensive and user-friendly solutions that not only address current challenges but also anticipate future demands in the dynamic landscape of property management. 

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In this interview, Mark shares insights into HotelREZ’s evolution since its founding in 2004 and its unique approach to connecting independent hoteliers with bookers around the world. He emphasizes the importance of technology in delivering specialist sales and marketing support, while also highlighting the significance of maintaining a people-centric approach in the hotel tech industry. He also explains why he sees technology playing a crucial role in shaping the future of the hotel industry, particularly in relation to independent hotels, and advises independent hoteliers to choose a supplier that offers a flexible approach and ensures global distribution.

Can you tell us a bit about your career trajectory and the inspiration behind founding HotelREZ? Also, how has your background in the travel sector influenced your approach to hotel technology and distribution?

My first job in travel was as an intern at Thomas Cook Foreign Money. I recognized then that the people working in this industry are what make it so special. I’ve been lucky to have made some amazing memories throughout my career including establishing Manos Holidays’ first air charter into Kerala, working with Sir Alan Sugar on luxury tour operator Five Star Group, and heading up sales for EMEA and APAC for Pegasus Solutions (now Cendyn).  

But I had the dream of creating a global hotel representation and distribution consortia, and in 2004, founded HotelREZ – which is today one of the largest and most highly awarded hotel companies. Technology is the backbone of so many of today’s business processes, and travel and hospitality companies aren’t immune to technological shifts. AI is having a real impact on travel and tourism, and we are always on the lookout for ways to stay ahead of the curve in an ever-changing, increasingly competitive environment. 

Despite technology changes, the industry remains relationship-driven. People and teamwork are key factors to success. At HotelREZ, we combine technology with that personal almost family-based approach, working closely with our partners and clients to ensure the best commercial outcomes for all. We’re also flexible – no one hotel is the same as another, and no tech stack needs are the same either. 

How has HotelREZ evolved since its inception in 2004? Has the vision for the company changed over the past two decades?

Our vision is ultimately similar to when we started nearly 20 years ago. We want to provide hotels with market-leading sales and marketing representation, combined with cutting-edge technology that helps them achieve their commercial potential. It’s not just about offering consultancy; we live and breathe the world of hotels, and work with our customers to produce high-rated revenue from the most suitable target markets at an attractive cost of sale. 

Today, we are one of the largest hotel collections in the world working with more than 2,800 independent hotels, apartments and hotel groups in over 100 countries, and are seeing growth in all sectors and all markets – and that’s largely down to providing excellent operational support and account management. Whether we’re investing in developing our booking engine to help hotels further increase conversion, providing digital services such as website builds, widgets and SEO support, or improving their presence on the GDS with key TMC and consortia partners, we remain focused on boosting both short- and long-term commercial results for our clients. 

Can you explain how HotelREZ connects independent hoteliers with bookers around the world? What sets the company apart from other hotel distribution consortia in terms of its services and offerings? 

As well as providing a best in class booking engine ‘REZbooker’ for hotels to use on their own website, we have a widely recognised GDS presence on the HO GDS chain code which is preferred by key TMC and consortia, many of whose programmes we offer on a no risk basis to hotels. We’re the only company to do this.

The GDS is so important to hotels, and too often independent hoteliers overlook it because it can seem a tough nut to crack! That’s where our industry specialists come to the fore, providing a dedicated revenue manager to drive additional incremental income from the GDS and access to over 500,000 global travel agents.

Thinking globally is a reality with HotelREZ, we have 11 locations worldwide, are a Sabre Global Partner, drive international corporate business through our global preferred partnership program, and deliver a range of core and niche marketing programmes. We know hoteliers are busy so everything is accessed via one user-friendly portal, including access to a database of local corporate agreements generating 100s of RFPs each year, all linked to other tools with automated CRS rate loading. Our own API layer REZswitch also allows us to connect to PMS and OTA’s or corporate business both directly and quickly giving hotels rapid  speed to market  – we always aim to go beyond expectations.

We also have a team that generates meeting enquiries and MICE marketing opportunities, with free entry to the World Rainbow Hotels GDS rate programme, and complimentary access to the top main consortia/TMC programmes, saving a property around $20,000 per annum in participation subscription fees and harnessing increased exposure to the corporate market.

How does HotelREZ support independent hotels in terms of distribution, revenue, sales, and marketing services? How does it utilize technology to deliver specialist sales and marketing support? 

In an age where there’s always some new piece of ‘sexy’ tech, whether it be AI chatbots or ChatGPT generated itineraries, it’s important to remember the ‘unsexy’ tech is vital to business success. We use technology to provide exceptional speed to market for our hotel clients, whether that be using API connectivity to interface with PMS, RMS and booking engines, or promoting hotels through our leisure subsidiary brands World Rainbow Hotels and Best Loved Hotels. 

One of our strengths as a group is that we open up possibilities for our clients by having them on the same technology platforms as franchises or hard brands. This helps generate greater demand as they’re reaching a wider audience which we bias toward them. 

We work closely with hoteliers to target high-end leisure partners and identify channels that drive demand at the right price and time for their business. Thanks to a wide range of global TMC and consortia partners, supported by niche marketing campaigns, we tap right into the corporate market through solicited RFPs. For independent and small group hotels, this is such an important tool to have, opening them to a world of corporate business they otherwise couldn’t access.  

Can you share some success stories or examples of how HotelREZ has helped businesses improve their operations and increase bookings?

Enjoying a particularly strong year is the apartments and short-stay business, and our work with Staycity Aparthotels is a great example of how HotelREZ can increase bookings and improve commercial results. 

The brand started working with us in 2019 with the aim to increase business travel via the GDS. Working with each property in their portfolio, the first step was to audit and update their data on the four systems: Travelport, Amadeus, Sabre and the DHISCO switch (for key agencies such as Inntel). 

We’ve secured their inclusion in top global TMC and consortia partnerships, giving higher visibility on agency screens, more marketing opportunities and access to centralised corporate RFPs. By tweaking distribution strategies to focus more on their target audience, we’ve helped Staycity grow their corporate business from 1% in 2019 to 11% in 2023. 

How does HotelREZ cater to the unique needs and requirements of different types of hotels, from boutique city gems to country-house retreats?

Hoteliers go to great lengths to ensure their guests have a unique, personalized experience, and we believe tech companies should treat hoteliers the same way. Whether it be location, hotel style, facilities and services offered, or just down to the people who work there, every hotel is unique – even when they’re within a seemingly standardized group. 

Our account management team is an essential cog in the wheel. They really work to understand the nitty-gritty of each of our clients, which allows us to offer a tailored solution that works with each hotel’s business objectives  Of course all other areas of the business are critical in the hoteliers success story.

Can you share some of the challenges you’ve faced in the hotel technology industry and how you’ve overcome them?

Over twenty years, we’ve seen a lot of change within the hospitality and travel industry, none more so than around the hotel technology sector.

Speed to market is crucial. Any delays can weaken the sales potential of a hotel and this is something that we’re continually striving to improve. We are currently making investment in AI initiatives to increase productivity and strengthen the focus on revenue generation. 

But it’s not all computer-driven. The hotel tech industry needs to remember that people are important; we are always seeking innovative ways to enhance our customer support and service delivery for our hotel clients, when a person on-property has a challenge, it becomes our challenge too and we don’t rest until it’s resolved. Technology exists, or at least it should exist, to make the lives of people easier. A big challenge for the hotel tech industry is remembering that, and keeping people at the heart of everything we do. 

What lies ahead for HotelREZ in terms of new partnerships, technology capabilities, etc.? Any plans you can share for 2024?

We’re marking 20 years in the industry in 2024 but aren’t looking back. The hotel technology sector remains an exciting market, and ensuring API connectivity with our partners is important to us. It’s how we can ensure our clients have the right access to data, content, inventory and rates in the marketplace. 

Excitingly, we’ll be rolling out a newly enhanced WebServices division including a market-changing retail booking engine in 2024. Hotels have so much more scope as a retail business beyond selling just rooms or F&B, and our new retail-led booking engine will help hotels monetise commercial channels they perhaps haven’t thought of yet, as well as their known facilities and services.  In addition to this we will be offering a suite of websolutions, AI, Widgets and more to our members including both building and developing their own web strategies. We’re also looking forward to supporting the ongoing development of the newly launched luxury soft brand Elegant Hotel Collection which is powered by HotelREZ.

How do you see technology shaping the future of the hotel industry, particularly in relation to independent hotels?

Independent and small group hotels often walk a tightrope. They need to compete with the big players and industry trends, but also should ensure they retain their uniqueness. 

Customization and personalization are more than buzz words. They are what consumers expect and demand, and technology plays a key role in shaping how hotels deliver that for as wide an audience as possible, with minimal impact on staff workloads. A good CRM used to its full potential is crucial to improve marketing exposure.

AI is improving staff efficiency and reducing manual tasks, freeing staff to offer greater customer service and have more time for guest engagement. That’s central to the ethos of independent hotels, and using the right tech to assist in that mission is vital. 

What advice would you give to independent hoteliers looking to enhance their distribution and marketing strategies in today’s competitive landscape?

First and foremost, choose a supplier who will help grow your business and has a flexible approach. Preferably one that offers a proven track record of a consultative, communicative account management – not only will this help generate strong revenue at an attractive cost of sale, but it is important if there’s any challenges or change of strategy required to be able to speak with a real person. 

Ensure your systems distribute content, images, rates and inventory to a global marketplace. The world is at everyone’s fingertips when booking, so you need to be found easily at any time in as many places that work for your target audience. 

Finally, ensure you have the best WebServices strategy and booking engine in the marketplace, as well as OTA partners and GDS agency platforms. You need to have the right market share of each distribution channel, and that your property is correctly displayed on all channels to give yourself the edge of your competition. Technology is great as long as it’s used well, this is why our expertise, support and personal support has allowed both us and our customers to thrive in an ever competitive market. 

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Iterate.ai works with enterprises across industries—how would you characterize where hospitality is right now in terms of its AI adoption relative to other businesses?

The hospitality industry is adopting AI capabilities rapidly, and the pace will continue to accelerate. There are major opportunities for hotels to gain competitive advantages right now, both with internal operations efficiency and guest experiences. An IndustryARC report estimates that the travel and hospitality AI market will grow to more than $1.2 billion by 2026, with “Smart Hospitality” solutions seeing especially fast expansion. 

AI maturity has reached the point where hospitality businesses should feel confident with the AI investments they choose to make. Seamless and touchless AI-driven interactions—from automated and personalized check-in and check-out processes, to interactions with front desk, concierge, and delivery robots—provide smooth and futuristic experiences that are also consistent and secure.

Hospitality businesses are also quickly realizing AI’s tremendous value in forecasting demand and driving revenue management strategies. Given the seasonality of hospitality demand and the complex interaction between weather, airlines, and exchange rates, predictive modeling powered by AI and big data is breaking new ground in revenue optimization for these businesses. These factors have established the hospitality industry as especially fertile ground for rapid AI innovation, and are quickly making AI adoption a requisite for businesses to compete and meet customer expectations going forward.

Getting more specific, what are some of the AI implementation, or AI application, strategies that the hoteliers should consider right now?

AI demand forecasting and hyper-personalized amenities are opportunities that are just too large to ignore. AI-powered revenue management systems deliver insights and provide automation that optimizes revenue in ways that manual efforts couldn’t hope to match. These AI systems utilize forecasting models that analyze historical demand and current market conditions to manage dynamic pricing and max out revenue during high and low demand periods. The systems can also create offers personalized to each specific customer, leveraging CRM and behavioral data to formulate compelling deals that nevertheless optimize profit.

Similarly, AI analysis and automation offer crucial support for enhancing revenue strategies around upselling, cross-selling, and offering specialized amenities. A global survey report by Oracle Hospitality and Skift found that more than 85% of hoteliers look to these ancillary revenue streams as an increasing share of total revenue. AI concierge conversational text or voice apps, backed by natural language processing and rich customer data, can serve up hyper-personalized amenities and allow customers to book activities, dining, and special services simply by speaking.

That same Oracle-Skift survey also finds that 73% of consumers want hotel technology that minimizes contact with staff and other guests. AI-powered touchless check-in offers systems that recognize a customer by their vehicle as they approach the hotel, respond by sending a message to their phone, and have their room ready on-time, eliminating the experience of waiting in line in the lobby.

During a customer’s stay, AI and IoT integrations, natural language chatbots, and customer service prompts can provide further seamless experiences, enabling guests to easily control their room environment and receive information, services, and more. Those streamlined interactions add value for the customer by immediately responding to their needs, while also reducing operating costs for the hotel.

Realistically, how quickly can a hotel embark on an AI-fueled initiative and expect to see results in customer experience and/or operational efficiency?

More quickly than many hospitality businesses expect. Using a low-code strategy to create and deploy customized AI applications expedites the process considerably. Low-code platforms, like Interplay, come with pre-coded modules (think building blocks) for assembling whatever AI-enabled applications a hotel has in mind. So, it’s possible for hospitality businesses to stand up new chatbots, revenue management systems, and other AI-fueled solutions in weeks (versus the months—or, in some cases, years—it would otherwise take). In our experience, we’ve seen low-code accelerate AI development by around 17x compared to traditional hard-coding. Speed-to-market is critical for differentiation in the hospitality business, and low-code strategies help advance the AI roadmap considerably.

What’s a particularly innovative AI use case you’ve been involved with in this space?

AI-powered object and threat recognition is a powerful use case that enables hotels to meaningfully increase security. For example, the aforementioned Interplay platform has a threat awareness suite that uses a hotel’s real-time security camera feeds to recognize individuals carrying weapons and other suspicious activity, and then sends out alerts and/or contact authorities as appropriate. Similarly, AI vehicle recognition offers license plate tracking and recording to oversee the mix of vehicles around hotels with a precision that human safety personnel cannot realistically match. Those capabilities can instantly verify known vehicles in their appropriate spaces, and alert safety personnel to unknown vehicles loitering unreasonably long and other suspicious behavior.

What risks should hoteliers be aware of as they pursue AI deployments?

While AI offers hospitality businesses never-before-seen capabilities and long-term advantages to their businesses, human oversight will remain essential. In many cases, AI should complement, rather than fully replace, a hotel’s guest strategy. For example, many customers will still prefer and seek out human service interactions over contactless experiences. Ideally, AI will empower hotel staff to deliver comprehensive concierge experiences and act as complete sources of available information, offering the best of both worlds to those customers.

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Vaughn’s interest in technology has led to the introduction of innovative guest experiences, including AI and NFT galleries, QR code luggage tags, Apple Pay integration, podcasts, and art residencies in hotel lobbies of Dream Hollywood. Here he shares some of his experience at Dream Hollywood and his insights on the role that technology can play in improving the quality of the guest experience.

What are your primary responsibilities as Dream Hollywood’s General Manager?

At the helm of Dream Hollywood, my role goes beyond the day-to-day. While ensuring the hotel’s impeccable standards and overseeing operations remain crucial, I’m also deeply involved in strategic planning, brand partnerships, and pushing the envelope on innovation. My passion for technology and AI drives me to continuously envision a hotel experience that’s not only luxurious but also futuristic.

Tell us about some of the programs and initiatives you have launched throughout your hospitality career.

At Dream Hollywood, I’ve always strived to bring the future to the present. The deployment of our Robot Concierges reflects that ambition. Rather than merely providing a service, it’s about ushering in a new dimension to the guest experience—a dance between human needs and technological finesse. It’s about crafting moments where our guests feel they’re not just in a hotel, but in a portal to tomorrow. But this forward-thinking approach isn’t just about embracing tech for tech’s sake. Our commitment also lies in ensuring that as we march toward the future, we do so responsibly. This has led to the discussion of programs that are sustainable technological solutions, aligning innovation with eco-consciousness. As we delight our guests with glimpses of tomorrow, we’re equally dedicated to preserving the beauty and health of our planet. It’s this balance between the future and responsibility that I believe sets Dream Hollywood apart.

What role does technology play in the guest experience at Dream Hollywood?

In my vision for Dream Hollywood, technology is not just an enabler but a co-star in the narrative of luxury hospitality. We have endeavored to embed technology in nearly every facet of our guest journey. From the moment they walk through our doors, they’re enveloped in an environment that’s as intuitive as it is innovative. Beyond the efficiencies technology brings, what truly excites me is its potential for predictive personalization. Leveraging the power of data analytics and AI, we’ve embarked on crafting experiences tailored to each guest, often anticipating their desires and preferences before they’re even voiced. It could be as simple as having their favorite drink ready upon arrival or fine-tuning room settings based on past preferences, but it’s these subtle touches that make a world of difference.

What are your thoughts on AI and how do you see it being used in the hospitality industry?

The transformative potential of AI in the hospitality sector is genuinely exhilarating. AI, as I see it, is more than just a technological tool; it’s the next frontier in refining and revolutionizing the guest experience. At its core, hospitality is about understanding and catering to the myriad needs of guests, and AI offers us unprecedented insights into these needs. For instance, predictive analytics powered by AI can enable us to discern patterns in guest behaviors and preferences. This means we can proactively tailor services, from room ambiance to culinary preferences, even before a guest articulates them. Imagine entering a room that already understands your preferred lighting or music, or a dining experience curated based on your past likes and dietary requirements. However, with great power comes great responsibility. As we embrace AI, it’s crucial to ensure the ethical use of data, maintaining guest privacy and trust. The goal is not to intrude but to enhance, making every guest’s stay at Dream Hollywood feel uniquely tailored, yet reassuringly familiar.

Dream Hollywood has a robot concierge. What has been the reaction of guests to this service bot?

Our robot concierge has become more than just a functional aspect of service; it’s an experience in itself. Guests often express their delight and surprise at this fusion of hospitality and technology, with many finding it a highlight they are eager to share on social platforms like Instagram. This not only underscores our commitment to enhancing guest stays with innovative touches but also showcases how these technological inclusions can spark joy, create lasting memories, and seamlessly integrate into the modern traveler’s digital narrative.

How is Dream Hollywood becoming a leader in the hotel technology space?

Dream Hollywood stands at the forefront of hotel technology not just by enhancing guest experiences, but also by revolutionizing the very mechanics of hotel management. We’ve harnessed the power of AI to streamline administrative tasks, making our operations more efficient and responsive. This allows our team to focus on what truly matters: curating unparalleled guest moments. From our interactive robot concierge captivating guests to AI-driven back-end systems that predict and adapt to our hotel’s needs, we’re setting new industry standards. It’s our commitment to seamlessly merging the technological and the human that positions Dream Hollywood as a visionary leader in the hotel technology domain.

Will tech play a big role in the hospitality industry’s recovery and rejuvenation?

Imagine, if you will, a phoenix. A creature of myth, reborn from the ashes, soaring to greater heights after every cycle. That’s the role technology assumes in the hospitality industry’s narrative of rejuvenation. Tech isn’t just a tool; it’s the magical essence that reshapes our understanding of service, experience, and connection. As we emerge from challenges, it’s technology that acts as our compass, pointing us towards innovative horizons, while ensuring the heart of hospitality—its inherent warmth and humanity—beats stronger than ever. So, in the tapestry of the industry’s revival, technology is not merely a thread, but the very loom upon which our future is being woven.

 What does the future hold for Dream Hollywood?

As we gaze into Dream Hollywood’s future, it gleams with promise and ambition. At our core, we will remain dedicated to crafting unparalleled experiences that blend the magic of Hollywood with the warmth of home. Technologically, we’re charting courses that many haven’t even dreamt of—imagining rooms that transform with a guest’s mood, integrating deeper AI-driven personalization, and expanding our tech ensemble with innovations that surprise and enchant. However, beyond the marvels of technology, our emphasis will always be on human connections, celebrating the stories of each traveler who walks through our doors. Dream Hollywood isn’t just a hotel; it’s a living entity, evolving, dreaming, and aiming to redefine the quintessence of luxury hospitality.

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Having held prominent positions in some of the world’s largest hotel technology companies, including his previous role at Shiji as the Senior Director of Global Strategy, Ryan gained extensive insights into both the vendor and hotel sides of the business. In this interview, he shares some of his experience and perspective, including his thoughts on what emerging technology solutions are likely to make a big splash in the future and why he believes “information will no longer be able to reside in silos but be easily exchanged between in-stay technology as well as pre-stay and post-stay solutions that make up the entire guest journey.”

First off, please tell us a bit about your career trajectory. How did you go from being a hotelier to becoming a leader of one of the largest and most preeminent hospitality technology solution providers?  

My career journey has been quite diverse. I started as a hotelier, gaining 20 years of hands-on hospitality experience across various departments. A little over 10 years ago, I transitioned into the technology realm with TravelClick, where I initially served as a consultant. This shift allowed me to consult with individual properties and major management groups, assisting them in leveraging technology to enhance their RevPAR and overall profitability. Later, I joined Shiji Group as the Senior Director of Global Strategy, where I continued to explore the intersection of hospitality and technology. Now, as the Senior Vice President for the Americas at Shiji Group, I collaborate with local groups and brands in the Americas market to discover innovative ways technology can help hotels connect with their guests. It’s been an exciting journey that marries my passion for hospitality with the possibilities of technology. 

 How did your wealth of business experience as a hotelier help you prepare for your current role? Any particular lessons learned in the hospitality industry that you’ve applied in your current role? 

My background in the hospitality industry has been invaluable in my current role. The insights gained from working directly within hotels helped me deeply understand the pain points and needs of the industry. I learned that the guest experience is paramount, and that lesson has been a driving force in shaping the solutions we offer at Shiji. Additionally, the importance of collaboration and effective communication that I learned in the hotel industry has translated well into my role as I work with various stakeholders to find technology solutions that address their specific needs. 

What differentiates Shiji’s hospitality management solutions from those of other leading companies on the market? What do you view as Shiji’s biggest competitive strengths? 

What sets Shiji’s hospitality management solutions apart is our multi-faceted approach in solving our customer’s problems.  While we are first and foremost a technology company, the solutions we build are exclusively for hospitality customers, so we think about our customer’s customer.  Our teams think about every aspect of the guest experience from pre-stay to post-stay and we use this thought process when developing new solutions for our customers.  

Our biggest competitive strengths lie in our hospitality-first approach, the scale at which we can provide these solutions, the global operations we have put in place with some of the most talented individuals I have ever worked with which truly allow us to flex our global scale but with local expertise.  There are very few companies out there that have the same ability as us to provide end-to-end solutions to streamline operations, enhance guest experiences, and maximize revenue.  Our mission really is to help lead the digital revolution of guest experiences in hotels and that is in the DNA of every solution we develop. 

Who are Shiji’s hotel customers and what geographic markets does the company currently serve? What categories of hotels or resorts are likely to benefit most from Shiji’s solutions?  

Shiji serves a wide array of hotel customers across various categories and geographies such as major brands like IHG, Hyatt, Hilton and Marriott. We have a strong presence in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets. Our solutions cater to diverse properties, from boutique hotels to enterprise-level groups, allowing all to benefit from Shiji’s innovative technology. 

To what extent are hoteliers able to reduce operating costs, increase employee satisfaction, improve the guest experience, etc., by using Shiji’s solutions? Any recent success stories you can share? 

Shiji’s solutions have a proven track record of driving operational efficiency and guest satisfaction. By leveraging our technology, hoteliers can reduce costs through optimized operations, enhance employee satisfaction with streamlined processes, and create more personalized and engaging experiences for guests.  

There are so many examples of how we have helped customers improve their operations.  I spoke to a customer yesterday who was so excited about the implementation of our Infrasys POS mobile ordering module.  By giving their guests the ability to order F&B from their mobile phone they have seen a resurgence in room dining orders.  The customer stated that they have recouped their entire annual subscription payment to Shiji in only 3 months from in room dining revenue.  I was really pleased to hear how we have impacted their operation. 

Shiji has a long track record of innovation, which includes, most recently, the launch of Shiji Digital PayBy. Can you tell us a bit about the latest platform enhancements and added capabilities? 

Shiji continues to look at innovative ways to serve our major global customers with solutions to solve some of their most complex challenges.  Our latest solution, Shiji Digital PayBy, is a prime example. This product was built for groups/brands to help facilitate card not present transactions. 

With PCI compliance being a hot topic and the sensitivity around charge backs a reality in the hotel industry its no longer acceptable to use take a credit card on a form or by phone for payment of services.  Our secure system enables a digital method for a guest to provide their credit card info when not present in the hotel.  This is very important to groups/brands that want to protect their brand reputation.  While a “brand” may not manage every property the guest is trusting in the “brand”to protect their information.  Credit card fraud that comes from an incorrect way of handling card not present payments puts a brand’s integrity at risk.  We have solved that for them with our PayBy solution.  

While similar solutions may have popped up in the past couple years targeted towards individual hotels, we bring the global scale to a group or brand that allows for cross border implementation, multiple acquiring services and true enterprise scale reporting.  It’s our focus on solving these challenges for our group/brand customers that has earned us their trust in providing solutions that solve their biggest problems.  It may not be the sexiest solution we offer but it’s a critical one in securing revenue for an operator.  

Shiji has recently joined forces with a number of other technology solutions. These include Evention, a leading provider of financial reconciliation and gratuity management solutions, and D-EDGE’s global hotel distribution solutions. Which partnerships are you most excited about and how do hotels benefit?  

Our recent partnerships, such as with iPORT, Evention and D-EDGE, are truly exciting. These collaborations expand our offerings and provide even more comprehensive solutions to hospitality customers. For instance, the integration of Evention’s financial reconciliation and gratuity management solutions enhances the financial control hotels have, while our partnership with D-EDGE extends our reach in the realm of global hotel distribution, helping hotels reach a wider audience and drive bookings. 

I would say that its our collaboration approach with partners that provide our customers the best framework to solve their problems.  We can’t be everything to everyone, but we can be at the forefront of solving problems.  We want our customers to know that we work closely and easily with any partner to help bring their vision to life.  This is a different mind set from what other customers may have thought about just a few years ago.  This has always been in our DNA from the very start of our company.  We believe good partner relationships help fuel innovation and provide better solutions to our hotel customers. 

What do you do in your job on a day-to-day basis? What do you like most about your work?  

As Senior Vice President for Shiji in the Americas, my day-to-day role involves collaborating with major global brands and local regional brands. I work closely with our teams to develop strategies and solutions that address their specific challenges and contribute value. What I find most fulfilling about my work is the ongoing opportunity for innovation. It’s rewarding to see how technology can positively impact the hospitality industry and bring tangible benefits to both businesses and travelers. 

I would say it’s the interaction with our customers and team members on a daily basis that I find most rewarding. 

Any major achievements over the past year that we haven’t yet mentioned? Anything else new and noteworthy in terms of new partnerships, platform enhancements, industry recognitions, etc.?  

Over the past year, Shiji has continued to make notable progress, particularly in expanding its presence in the Americas. We’ve successfully implemented Infrasys POS in 100+ Hyatt hotels across the region, a significant achievement that underscores our commitment to advancing hospitality technology. Additionally, our strategic partnership with Adyen has enhanced guest experiences by providing smoother interactions. 

Our ongoing efforts in forming collaborations and introducing platform enhancements reflect our dedication to industry evolution. The success of our focus on improving contactless payment options demonstrates our responsiveness to changing guest preferences. These accomplishments underscore our commitment to innovation and addressing the evolving needs of the hospitality sector. 

There are some exciting things coming in 2024 but it’s too early for me to share that quite yet. 

What will be the primary focus areas for Shiji over the next year or so? Any new technology innovations on the horizon? Any specific growth objectives you can share? 

Looking ahead, Shiji’s primary focus remains on advancing technology that enhances guest experiences, optimizes operations, and drives revenue growth. We’re committed to staying at the forefront of innovation, and while I can’t reveal all our plans, you can expect to see us continue to explore new frontiers in guest engagement, data management, and operational efficiency. 

Our growth plans have always been focused on providing better technology and service than our customers currently have.  This mind set has served us well and continues to be how we fuel our growth around the world. 

Are there any emerging technology solutions are you seeing in the hospitality industry that you think will make a big splash?  

Emerging technologies like artificial intelligence and machine learning are poised to make significant impacts in the hospitality industry. These technologies can analyze guest preferences and behaviors to provide personalized experiences, optimize pricing strategies, and predict maintenance needs, ultimately enhancing both guest satisfaction and operational efficiency. 

I’m especially intrigued by some of the upselling tools out there that are helping hotels capture ancillary revenue.  The airline industry has been doing this really well for the past 5+ years and its time for hotels to catch up.  When you look at how guests respond to simple suggestions for a better room, an enhanced experience or convenience it’s generating revenue for the hotel while providing the guest with a richer in stay experience. 

As a former hotelier, is there anything about where the industry is today that surprises you? 

I’m not sure I would call it a surprise but maybe more of an observation.  While new technologies have been available to help hoteliers transform their guest experience the means of adoption and commitment from groups/brands has been historically slow.  In the past year we have finally had substantial conversations with some of our key major customers around infrastructure changes that are needed in order to serve the demands of the 21st century traveler.  From mobile check-ins to in-room control systems, the seamless integration of technology is able to transform how guests interact with hotels. However, all of this starts with the basic exchange of information and the critical role the information on the guest profile will play in the future of executing service delivery is becoming more apparent.  Information will no longer be able to reside in silos but be easily exchanged between in-stay technology as well as pre-stay and post-stay solutions that make up the entire guest journey.  In the future how a hotel group architects their tech stack will determine their competitive advantage.  It’s exciting to finally see how the industry is embracing and adapting to these changes to create more convenient and memorable experiences for travelers. 

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Can you provide an overview of Kount’s fraud protection experience and solutions, particularly in the context of hotels and hospitality?

At Kount, we understand that companies in the hotel and hospitality industry are hyper-focused on the experience their customers have, and are dedicated to building customer loyalty. Within this industry, it’s critical to understand how customers want to engage with their brand, and to recognize the risks that come with all of the touchpoints that now make up the customer journey. 

That customer journey is no longer just about a digital payment. As a result, digital fraud is no longer just a payment issue. That means an effective fraud solution for the hotel and hospitality industry must be flexible and dynamic enough to address the challenges that are associated with not just payments, but loyalty programs, account creation, account login, promotional opportunities, and more. 

The beauty of Kount’s technology is that it can provide insights and protection through the digital customer experience. This provides an ideal opportunity for brands to identify customers and provide them a better experience, while identifying and stopping fraudsters at the same time. For example, with our technology you can block or challenge potential fraudsters with authentication options, without affecting approval rates or conversions for good customers.

Kount recently announced the launch of Kount 360, a new identity and payments solution powered by the Equifax Cloud. What are the advantages of this new solution? How does this benefit hotel and hospitality clients, in particular? 

Many brands today are addressing identity and risk-related challenges with multiple solution partners. They may have separate providers for monitoring new account opening, preventing account takeover, blocking payments fraud, and managing chargebacks.

Having multiple vendors requires multiple relationships and contracts, which can present some serious operational challenges. To make matters even worse, many of these systems have combative initiatives and the data doesn’t always “play nice” together.

With Kount 360, brands can have a single point of contact to address identity- and fraud-related issues. All of their data can flow seamlessly together, and they’ll be able to achieve a complete strategy for fraud prevention and revenue growth with one, single integration. This will help mitigate risk from the moment a customer visits their website, all the way to managing chargebacks months after a transaction.

How do you ensure that Kount’s platform capabilities align with the specific needs and challenges faced by hotel owners and operators? What types of hotels are most likely to benefit from your solutions? 

It’s interesting, because we work with a wide variety of brands in the hotel space. We have relationships with hotels and hospitality businesses that are only in a few select markets and others who have a massive global presence.

What we’ve learned from these great partnerships is that, sometimes, the 80/20 rule applies. What this means is that 80% of a brand’s fraud happens in 20% of their markets. Brands need their fraud solutions to have flexibility for unique markets. In other words, they need to protect their brand from those who are causing fraud without compromising the experience for their low-fraud markets.

Additionally, our flexible deployment model is one of the most important ways that we align with hotels. Managing fraud is hard. Some brands invest in dedicated risk and fraud teams, and others simply want nothing to do with it. At Kount, we work to understand where a brand’s comfort level is with fraud and risk. We then recommend a deployment strategy that can be 100% brand-owned, completely outsourced to Kount, or somewhere in the middle. There is no “one-size-fits-all” way to address fraud, and we pride ourselves on providing managed-service options that best fit the needs of each brand.

What technology capabilities does Kount employ to effectively block card testing and prevent fraudsters from using hotels to test stolen payment cards?

Card testing is a major problem for merchants, leading to costly authorization and chargeback fees. Kount deploys a number of strategies during pre-authorization to effectively block card testing and protect hotels.

To begin, during a transaction, we use our patented device fingerprinting technology. In less time than it takes to blink, this technology helps us collect and analyze a number of data points associated with that transaction – everything from email address, payment details, payment velocities, geolocations, and more. We examine how they’ve been used together on our network in the past, and whether they have been associated with good or bad behavior. Ultimately, this can help determine if the payment authorization process should move forward. If there are red flags, hotels can use this data to prevent transactions from occurring.

In what ways does Kount protect customer accounts from unauthorized access and prevent fraudsters from stealing loyalty points, rewards, and payment information?

Any part of the digital customer journey that can be monetized by the merchant is at risk of being monetized by a fraudster as well. So we understand the value in protecting customer accounts.

Similar to our approach with card testing, we start with a holistic view of the digital customer — analyzing their device, email, payment information, login velocities, and more, in real-time. If the login activity looks risky, we can help organizations ask for additional verification. That’s when we can deploy our Secure MFA & Identity Verification capabilities, and our wealth of Consumer Insights Data, to verify the person’s identity.

Could you explain how Kount helps hotels block promo abuse and ensure that first-time-user discounts and referral bonuses are not exploited by fake accounts?

To address promo abuse, we use a combination of Kount’s data and the merchant’s data to evaluate risk.

For example, when a customer uses a promo code, we ask the merchant to share that information with Kount. We then link the promo code to the email, device, and payment method that were used with it. That way, if the customer comes back and tries to take advantage of the promotion again, we can quickly notify the merchant, and keep the customer from receiving a second discount.

This goes for first time user discounts and referral bonuses as well. Because Kount can quickly and accurately identify digital personas, and link those personas to historical behavior, we are able to help hotels reduce promo abuse.

How does Kount help decrease manual reviews and lower chargeback rates for hotels? What technologies are employed to achieve these goals?

In our experience, hotels often do not have the time to manually review all transactions due to the tight KPIs around reservations – all of which must be confirmed quickly. Similar to our approach with card testing, we use our patented device fingerprinting technology to help hotels determine the safety of a transaction in less than 200 milliseconds, based on past activity associated with that device fingerprint. This helps hotel brands quickly confirm the reservation, and creates a positive customer experience. 

How does Kount stay up-to-date with the latest fraud trends and continually adapt its trust and safety strategy to ensure hotels are protected from emerging threats?

Our internal fraud experts spend time each day analyzing disputes, failed authorizations, and appeasements for our customers. This gives us a “battlefield level” perspective and helps us see where our partner hotel brands are struggling with fraud prevention. This, combined with industry-level research and knowledge, and just being in the industry for more than 20 years, allows Kount to react quickly or even preempt emerging fraud trends. 

Do you have any metrics you can share in terms of the extent to which Kount enables hotel clients to reduce fraudulent activity? Any customer success stories you can share?

While we cannot name the specific brand, we take great pride in the support we provided to a global hospitality business, helping them go from a chargeback program and a significant number of false positives, to a Fraud to Sales ratio of less than .07%, while approving more than 99% of customers. We used similar strategies to help another hospitality business achieve more than a 99.5% approval rate while maintaining a fraud rate less than .1%.

How does Kount help resolve friendly fraud for hotels? What processes or solutions are in place to challenge invalid chargebacks and recover revenue that has been unfairly sacrificed?

Unfortunately, friendly fraud can be a challenge for many hotel brands. The good news is that Kount has automated solutions to help our partners. Kount’s platform analyzes transactional data from hotels, identifying patterns and potential fraud indicators. By spotting these trends, Kount can develop targeted strategies to prevent and combat such fraud. Historical Friendly Fraud card holder data is a major factor for this. 

It’s also helpful to note that Kount leverages its extensive network of merchants and shared data to identify chargeback patterns and trends across all industries, not just hotels. By collaborating with other businesses, hotels can gain valuable insights and better defend against friendly fraud.

Additionally, Kount offers in-depth connections to card networks, allowing us to transmit data to the issuing bank even while a customer is in the process of making a dispute. By leveraging this data, a hotel can push the liability back to the issuing bank or back to the card holder. Using Kount’s immediate chargeback alerts, hotels can receive notifications as soon as a chargeback request is initiated. This allows them to act quickly and increases the likelihood of a successful challenge of the chargeback. Kount’s platform gathers relevant data and evidence to build a strong case in favor of the hotel, and presents it back to the issuing bank. 

Could you explain the steps Kount takes to fight friendly fraud and defend the credibility of hotels against false claims from opportunistic customers?

Prevention is the key. The best way to fight friendly fraud cases is to never have it in the first place. Leveraging our pre-authorization tools with Kount Command, plus friendly fraud prevention tools, allows hotels to tap into a best-in-class fraud prevention class strategy all within one platform. If additional support is needed, Kount can help brands leverage card network rules and policy updates (such as the recent CE 3.0 policy change), and take advantage of our many years of experience in the market, to fight chargebacks.

Tell us a bit about your career trajectory. What led you to Kount? What do you do as VP of Global Sales on a day-to-day basis? What do you like most about your work? What are the biggest challenges?

I was hooked on the idea of Tech Sales as a relatively young professional. As someone who grew up in a digital world of social media and online transactions, the opportunity to expand my career in payments and technology made sense. When I joined Kount, what really stood out to me was the idea of using technology to do some real good in this world. In this case, technology can protect brands, and customers of these brands, from fraudsters. That’s something I feel good about every day.

As we all know, in 2020, businesses were forced to quickly develop or refine their digital fraud strategies due to the Covid-19 pandemic. With a huge increase in online transactions, brands had to change to fit the needs of their customers. What some businesses quickly learned is that fighting fraud is hard, and if you don’t have this area of your digital business dialed in, it can hurt the business in many ways. Once again, it was an opportunity for Kount to make a difference and help at a time when it was truly needed. 

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Dave Dempsey, Hyer’s founder and CEO, launched the company in 2019, just before the pandemic turned the world upside down, in an effort to change the way work gets done while empowering people along the way. Prior to starting Hyer, Dave spent 37 years at PepsiCo, building a strong reputation throughout many strategic and executive roles, most recently serving as the Vice President of Sales Transformation. In this interview, Dempsey explains how the Hyer app works and how it is helping hoteliers across the country combat their current labor challenges and also plan for the future.

First off, congrats on your success. Hyer has come a long way in a short amount of time, with a market presence in more than half the country. Could you talk a bit about the company’s genesis?

Hyer was a concept, born in between meetings and taking shape over lunch discussions as I was eyeing retirement after an amazing 37-year career at PepsiCo. Witnessing firsthand the challenges that came with staffing, turnover and retention, I was drawn to the gig economy. With the introduction of Uber, Lyft and Airbnb, I knew it was just a matter of time before gig would hit the commercial space and I wanted to be a part of it. 

While HR teams worked to increase benefits and reinvent retention programs, they weren’t able to solve the shift taking place in the labor landscape. People were seeking more flexibility and control over their schedule – which the gig economy provided. So after retiring for a few days in 2018, I went back to work developing an on-demand labor platform that sought to reinvent how work was done. And here we are: 127 partners, 3.2 million labor hours, and 27 states later. 

What was the original vision for Hyer? Also, how did that vision change — or not — over the past few years, especially in light of the pandemic?

Our vision of reinventing how work gets done was the same on day one as it is today. By leveraging the gig economy, we are enabling hotels to tap into a growing pool of workers, when and where they need them–while at the same time providing individuals with a flexible way to work and earn on their terms. 

With the gig economy ballooning by 30% during the pandemic, it solidified our presence in this space. As the hotel industry looked for new ways to combat labor challenges, they began to embrace gig and use it as a way to manage turnover, absenteeism and sky-high quit rates. With half of the American workforce on track to take part in gig work by 2027, we know we’re in the right place with the right solution. 

Can you provide a brief overview of how the app works from the perspective of both employers and gig workers? How long does it take companies to get up and running on the app and what are the costs?

The app was designed with simplicity in mind. For hotels, getting labor is as simple and fast as ordering an Uber. With no upfront costs or commitments, companies can use us as needed. Whether that means responding to seasonal demand, filling labor gaps or optimizing their workforce, we make posting tasks quick and easy for our partners. Giving hotels full control, they can post a task, set the desired hourly pay or fixed rate, and choose the Tasker they want. With an average of seven applicants per post – happening in just minutes – it’s fascinating to watch. It’s truly on-demand. 

On the Tasker side, getting started is just as simple. Once they sign up and complete a full background check, they can search for and apply to tasks that interest them. We also offer instant payout, so once their task is completed, funds are immediately released into their bank account. So many of our team members say the app would have been a game-changer for them in college. 

In 2021, Hyer received more than $10 million in a Series A funding round. What do you think gave your investors the confidence to place their bets on Hyer?

Raising capital was easy. As I talked to potential investors, the solution was simple, logical and just made sense. What we have here at Hyer is real and it works. They saw that prior to the pandemic which I believe gives our solution much more credibility. 

There are obviously a number of other big players in the on-demand labor app space. What sets Hyer apart? What do you view as the company’s competitive strengths?

Our strength is in our story and solution. When we started, we had no statistics to show. No customer success stories to promote. No studies to show proof of performance. What we did have, however, was a team of veterans at the helm working tirelessly to make the impossible, possible. We’ve brought together the best technical minds in the business along with operators that understand labor and the industries we serve. The knowledge, passion and drive to succeed on our team is undeniable. I’m proud of the work they have done to provide gig work to more than 7,500 locations across the US.

It’s been reported that many employers in the hospitality industry spend upwards of 80 percent of their time on staffing and logistics due to high employee turnover. How does Hyer help solve that problem?

That statistic is not surprising given the fact that right now it’s taking the industry 21 days to fill an hourly position, and upwards of nearly $7,000 to replace a hospitality worker that earns $15 per hour. What makes that number more staggering, however, is the 86% turnover rate attached to it. If you take a minute to do the math on those numbers, what you’re looking at is lost revenue, productivity and a workforce that is overworked and burnt out. 

By using Hyer, hotels are able to respond to both immediate and future labor needs in a way that’s fast, simple and affordable.

According to the latest American Hotel and Lodging Association survey, 87% of hotels reported being short staffed. To what extent does Hyer help address the severe labor shortage in the hotel industry?

We’ve all witnessed the critical labor shortage the hotel industry has been battling. From help wanted signs plaguing doors to hotel managers clearing rooms, Hyer enables hotels to get the help they need to get back on track. From housekeeping and event support to front desk assistance and general maintenance, we have thousands of vetted Taskers on standby, ready to get to work. 

Do you have any metrics, such as time and cost reduction, you can share in terms of the extent to which Hyer helps reduce some of the pain points that employers in the hospitality industry face?

From a cost reduction standpoint, by leveraging a pool of on-demand Taskers, hotels can avoid the time, resources and high overhead that comes with traditional employment. Think recruitment, onboarding and benefits, not to mention turnover costs. Hotels can build an internal talent marketplace by leveraging gig workers, helping take pressure off HR and the bottom line.

At the same time, Hyer’s pool of Taskers helps unlock revenue expansion. With the shortage of workers, a hotel may struggle to meet customer demand. Not being fully staffed then leads to reduced hotel operations and lower service levels that impact repeat business.

What new Hyer capabilities, including features and functionality, are you most excited about and should businesses, as well as gig workers, also be most excited about?

What excites me most about our platform is its scalability. We have no barriers or limitations to what we can do. With more than 60 million people taking part in gig work, the shift taking place in the gig economy is helping to develop and expand skill sets in new and exciting ways. From general labor to high-level freelancing, companies have a world of workers at their fingertips. 

Helping Taskers create their own career path, they have the opportunity to explore new industries and task types, all while acquiring skills along the way. It’s a powerful way for them to build a resume while providing them with the flexibility they crave. 

You have a long track record of success at PepsiCo. Tell us a bit about your career trajectory. 

I started my career with PepsiCo as a management trainee, which was really a deep dive into how the operation works. Right after starting, I was told I needed my class two driver’s license so I could make semi-trailer deliveries to supermarkets when demand was high. Talk about jumping in with both feet.

Over the next 37 years, I had the opportunity to advance across multiple functions. From humble beginnings to a series of strategic and executive roles, I helped transform the way in which PepsiCo evaluated–then sold, delivered and merchandised a best-in-class CPG product. Today, I am beyond blessed for each step I took in my career as it gave me the experience I needed to bring Hyer to life.

What do you like most about the work you and your team have done at Hyer? How are you navigating challenges and what are you looking forward to the most? 

As a start-up, we have created something out of nothing. In the beginning, our team did it all. We raised capital and negotiated contracts while running tasks on the app. We were the gig workers on the platform. And in between, we set up our legal structure, financial operations and managed our books in an Excel spreadsheet. Along the way, we learned that creative thinking can go a long way and that possibilities are endless if you don’t box yourself in. 

While challenges are part of the game, the way I see it they are also opportunities for us to learn and grow. To get better every day. 

Cody Johnson best captured the spirit of our startup when he wrote, “If you’ve got a chance take it, take it while you have the chance. If you’ve got a dream, chase it… cause a dream don’t chase you back.” With an unshakeable belief in our company, our product and our team, I look forward to working together to take the dream we’re building to the next level. 

What will be the primary focus areas for Hyer this year? 

Expansion. There is still so much opportunity that exists for us to expand and grow from both a product and partner standpoint. Our competitive spirit coupled with the ability to efficiently plan and execute gives us the edge we need to move our business forward. Right now we’re just warming up. 

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