At the recent BITAC Owners Fall event, I had the privilege of moderating a panel featuring four industry leaders who offered diverse perspectives on how technology is reshaping the hospitality landscape. The panelists included:

• Greg Winey, Founder & CEO of Northpointe Hospitality Management
• Hans van der Reijden, Founder & CEO of Ithika Hospitality
• Peter Twachtman, CEO of Lark Hotels
• Tom Haines, Vice President of Operations at Mainsail Lodging Development

With each panelist representing different segments of the hospitality industry, from independent and boutique hotels to large, lifestyle-branded properties, the discussion covered a wide range of topics, from tech implementation to the balancing act between automation and personal service.

The Evolution of Technology in Hospitality

As the hospitality industry continues to evolve, technology has become a crucial element in improving operational efficiency and enhancing the guest experience. The panelists discussed the transformative effects of technology and how it is integrated into their daily operations.

Greg, Founder and CEO of Northpointe Hospitality, highlighted how his company uses a range of technologies to improve operational efficiency. They have long used platforms like Hotel Effectiveness and Ivory for various operational tasks. Additionally, Northpointe employs texting platforms such as Ivy to engage with guests before, during, and after their stay. Automation and outsourcing HR functions have allowed the company to focus on what matters most, ultimately boosting gross operating profit and making hotel operations more streamlined.

For Hans, who leads Ithika Hospitality, technology adoption is a bit more experimental, especially with his independent, boutique properties. Being small and nimble, his team can quickly test new solutions, and if something doesn’t work, they can pull it out and try something else. Ithika also partners with academic institutions like Auburn University to test new tech tools, gaining valuable insights from students and faculty on what resonates with younger generations. These insights are especially crucial as the company looks to attract guests aged 22-23, the demographic most likely to influence future trends.

Peter, CEO of Lark Hotels, shared his experience of overhauling the entire tech stack across his 53-property portfolio. When the company was smaller, systems were pieced together in a somewhat ad-hoc manner. But as Lark grew, Peter realized that they needed to integrate everything into a unified platform to improve efficiency and service. Lark has since streamlined systems, focusing on integrating PMS, POS, and accounting systems, which will allow the company to scale more effectively as they continue to grow.

Balancing Automation with the Human Touch

One of the central themes of the panel was the delicate balance between technology-driven automation and maintaining a personalized guest experience. The COVID-19 pandemic accelerated the adoption of automated check-ins, digital room keys, and mobile concierge services. However, with labor shortages and rising expectations for seamless service, many operators are finding that while automation can improve efficiency, it cannot replace the human element that guests crave.

Tom, Vice President of Operations at Mainsail Lodging, which operates a range of lifestyle-branded hotels, discussed the challenge of staying connected with guests even as technology takes over more aspects of hotel management. Mainsail has incorporated remote check-ins, mobile keys, and automated service requests, but the brand recognizes that in lifestyle hotels, where guests seek experiences, the personal touch is still essential. Mainsail has added “taps” behind the front desk, offering pre-made cocktails, wine, and locally crafted beer for guests as they check in. This simple yet effective touch helps maintain the brand’s focus on creating memorable, experiential stays while still leveraging technology for efficiency.

Greg echoed this sentiment, emphasizing that while technology streamlines operations, the fundamentals of hotel management—cleanliness, friendliness, and attention to detail—remain unchanged. Automation, in his view, doesn’t lessen the guest experience; rather, it makes his team more efficient and effective at maintaining those core qualities.

The Role of AI and Personalization

Both Greg and Peter discussed their ongoing efforts to integrate AI into their operations, particularly in areas such as customer service and data analysis.

Lark Hotels has invested heavily in AI to automate some aspects of guest engagement and streamline data analysis. However, Peter stresses the need to balance AI’s role with human interaction. The goal is not to replace people but to enhance the guest experience through personalization and more efficient service. The challenge, he notes, is in creating that balance, ensuring that while AI can assist guests, human staff are still able to engage in meaningful interactions.

At Ithika Hospitality, Hans stressed the importance of understanding the desires of today’s tech-savvy, experience-driven traveler. Generation Z, the most connected generation in history, is also one of the loneliest, according to Hans. While technology solutions like AI can enhance the guest experience, the hospitality industry still needs to create spaces for human interaction and connection. For instance, Ithika Hospitality incorporates unique features like cooking theaters and rooftop gardens, where guests can engage with staff and each other, creating a sense of community while still embracing technological innovations.

Tom shared that Mainsail Lodging is already incorporating advanced AI into its operations, particularly to improve service and efficiency. The challenge, as he sees it, is in balancing automation with the need to maintain that personal connection with guests. Whether it’s through innovative F&B concepts, wellness offerings, or other guest experiences, Mainsail is focused on creating a seamless experience that leverages both technology and human interaction.

The Impact of Technology on the Bottom Line

While technology plays a key role in enhancing operational efficiency, its impact on the bottom line is undeniable. By automating processes, reducing labor costs, and improving service delivery, hotel operators are seeing tangible financial benefits.

Northpointe Hospitality has seen significant increases in revenue and profitability thanks to their technological investments. Platforms like Hotel Effectiveness have helped them streamline operations and increase gross operating profit. Additionally, digital marketing tools and social media engagement platforms have enabled them to connect with guests in real-time, improving customer satisfaction and driving additional revenue.

Tom also highlighted how technology is driving revenue growth at Mainsail Lodging, particularly in the area of food and beverage. Digital tools are being integrated into F&B operations to streamline ordering and delivery, improving both the efficiency of service and the overall guest experience. By finding innovative ways to integrate tech into the guest experience, Mainsail has managed to boost its bottom line while still maintaining a focus on high-quality service.

The Future of Hospitality: Innovation, Tech, and Human Connection

Looking ahead, the panelists agreed that the future of hospitality lies in innovation—both in terms of technology and in creating new, unique guest experiences. As the industry adapts to the changing demands of today’s traveler, the challenge remains: How do you balance automation with personalization, and how do you ensure that technology enhances rather than diminishes the guest experience?

Hans noted that the next generation of travelers craves choice, convenience, and connection. As a result, the hospitality industry must create spaces that facilitate engagement, while integrating technology to make everything seamless.

Peter added that Lark Hotels is focusing on creating experiences that are both unique and scalable. By simplifying and integrating their tech stack, they are laying the foundation for future growth while ensuring that they can continue to deliver personalized service.

Ultimately, the panelists agreed that the future of hospitality will be driven by a combination of cutting-edge technology, personalized guest experiences, and human connection. The industry’s ability to innovate while maintaining these core values will determine the success of hospitality brands in the years to come.

The Importance of Localization and Cultural Implementation

The conversation then shifted to the topic of localization and cultural integration into hotel operations. Panelists discussed the importance of embedding local culture and history into the design, service offerings, and overall guest experience. For branded properties, this means understanding the unique elements of the location—such as history, architecture, and local art—and incorporating them into the hotel’s overall aesthetic and service model. This can include adjusting menus, design elements, and service levels to reflect the local culture. The panelists emphasized that brands, while helpful, often don’t fully capture the essence of a place, which is why many operators have taken matters into their own hands to create more personalized, local experiences for guests.

Independent hotels, in particular, are often tasked with creating a strong sense of place. One example Hans shared was a partnership with a university in the Netherlands, where students from various parts of the world were asked to conduct a deep dive into a project in North Carolina. Despite never having visited the location, the students were able to offer insights that helped shape the hotel’s concept in a way that resonated with its local community. This approach has since been expanded to include projects in locations like Bordeaux and Exuma, demonstrating the value of tapping into diverse perspectives when creating a narrative for a hotel.

The students’ contributions were so valuable that Hans emphasized that every future independent hotel project will take a similar approach. The insights gathered were more valuable than what a traditional consulting firm could provide, further proving that authentic, localized experiences require genuine engagement with the community, as well as outside perspectives.

Community Partnerships as a Pillar of Localized Hospitality

One aspect of local engagement that was highlighted was the importance of community partnerships. These partnerships go beyond typical charitable acts and help foster a deeper connection between the hotel and its surrounding environment. Hans spoke of a hotel group that partnered with Feeding Tampa Bay to provide nutritious meals to those in need. This relationship has been ongoing for over a decade, helping to create a sense of community and shared mission between the hotel and the local population. Similar initiatives have been established with local sea turtle watch programs, historical societies, and other organizations that align with the hotel’s values.

The main takeaway from these community partnerships is that they provide genuine value to both the community and the hotel. Hans and Peter reiterated that for those running independent hotels, the process of immersing staff in the local culture is also critical. Employees are often seen as the face of the hotel and can greatly influence the guest experience. Sending staff out into the local community to experience local culture—whether by dining at local restaurants, visiting attractions, or participating in events—helps them provide better recommendations and creates a stronger connection between the hotel and the surrounding area.

Balancing Technology, Community, and the Guest Experience

As the conversation concluded, it became clear that the future of hospitality lies in finding the right balance between technology, community engagement, and the guest experience. Technology, including AI and automation, will continue to shape the industry, helping to streamline operations and reduce friction in the guest experience. However, the human touch—the authentic connection to local culture and communities—remains irreplaceable.

The key to success in the future will be understanding how to leverage technology to enhance the guest experience without losing sight of what makes hospitality unique: personalization, emotional connection, and a deep understanding of the local environment. While AI and automation will help optimize operations, the industry must remain focused on creating authentic, culturally relevant experiences that resonate with guests on a deeper level. Those who successfully integrate these elements will be best positioned to thrive in the evolving hospitality landscape.