Hotel Tech Insider

What if the fastest way to improve service, upsells, and loyalty isn’t adding staff—but redesigning how guests communicate with your hotel?
In this episode, Greg Nawrocki, Director of Online Marketing at Linchris Hotel Corporation (30+ hotels across urban, resort, branded, and independent properties), delivers a rare, operator-level breakdown of how modern hotel marketing actually works in the wild—where technology has to prove ROI and still feel human.
Key Takeaways:
How to operationalize SMS at scale without losing hospitality: Greg shares how some Linchris properties see 50–80% guest adoption of text messaging, and exactly where SMS outperforms email before, during, and after the stay.
Turning “old-school” marketing into measurable channels: Learn how Linchris tracks ROI on billboards, newspapers, and drive-market advertising using Google Analytics, geo lift, and direct URL behavior.
Smarter segmentation using PMS-connected data: Practical examples of how email + PMS data enables targeting top spenders, low-value guests, OTA bookers, and drive markets—with real tactics to increase direct bookings and repeat stays.

 Greg doesn’t talk in abstractions. He explains how to phrase messages differently by property type, why influencer marketing often fails (and when it works), and how independent hotels can compete with global brands by orchestrating tech vendors—not stacking them.
If you’re rethinking how technology fits into hospitality—not replacing it—this episode is a must-listen. Subscribe to Hotel Tech Insider, share this episode with your leadership team, and explore more operator-led insights at HotelTechReport.com

How do you scale hotel operations across brands, countries, and systems - without losing control or culture?
 In this episode of Hotel Tech Insider, we sit down with Øyvind Bøhm Frisak, Chief Commercial Officer at CIC Hospitality, to unpack how a fast-growing Nordic hotel operator is using AI, data, and unconventional guest-facing tech to drive efficiency, improve service, and prepare teams for the future.
 This conversation is especially relevant for hotel owners, operators, GMs, and commercial leaders managing multi-property portfolios, complex tech stacks, or brand-franchise environments—and anyone navigating the real-world impact of AI on hotel operations and staffing.
Key takeaways from this episode:
How CIC Hospitality standardizes performance across 30+ hotels using multiple PMS platforms, a centralized data lake, and consistent KPIs to enable scalable growth.
Where AI actually delivers value today—from cutting guest response times from 24 hours to minutes, to freeing revenue managers to focus on strategy instead of manual pricing.
Why guest-facing innovation doesn’t have to mean less human service, including lessons learned from deploying hologram reception and centralized service teams.
Along the way, Øyvind shares candid insights on AI adoption, tech stack integration, revenue management evolution, guest communication automation, and preparing hotel teams for change—without fear-mongering or hype.
👉 Subscribe to Hotel Tech Insider for more conversations with hotel leaders shaping the future of hospitality technology. If you found this episode useful, share it with a colleague or visit HotelTechReport.com for deeper research, reviews, and industry insights.

Guest reviews aren’t just social proof anymore—they’re quietly becoming the backbone of pricing power, AI-driven discovery, and automated guest communication. In this episode of Hotel Tech Insider, Ben Jost, Founder and CEO of TrustYou, shares how nearly two decades of working with the world’s largest hotel brands has shaped his view on where reputation management is headed next—and why many hoteliers are still underestimating its impact.
Ben walks through TrustYou’s evolution from an early consumer review startup to the world’s leading guest feedback and reputation intelligence platform, including its acquisition by Recruit Holdings (Indeed, Glassdoor) and subsequent management buyout. That journey set the foundation for what TrustYou is building today: a unified platform that combines guest feedback, transactional data, and AI agents into a continuous, two-way conversation with guests across every channel.
For experienced hoteliers, the insights are practical and sharp. Ben explains why even small improvements in review scores can directly unlock higher ADR, how reputation management has become the long-term counterpart to revenue management, and why up to 50% of a hotel’s total reviews can now come from its own first-party surveys. He also breaks down a major shift already underway: guests are no longer asking simple yes-or-no questions like “Does the hotel have a pool?”—they’re asking AI long-tail questions that reward hotels with rich, structured review content and strong brand voice.
The conversation goes further into what’s surprising many industry veterans: CDPs, guest messaging, and chatbots are collapsing into a single AI-driven conversation layer that can answer questions, personalize responses using PMS data, and soon execute tasks like upgrades and add-ons in real time. Ben makes the case that the hotel tech stack is about to shrink—not grow—and that the hotels who adapt early will have a structural advantage in both direct bookings and guest satisfaction.
If you want to understand how guest feedback, AI agents, and hotel data are converging—and what that means for pricing, distribution, and operations—this episode is essential listening. Subscribe to Hotel Tech Insider for more conversations with the leaders shaping the future of hospitality, and share this episode with anyone who still thinks reviews are just about responding on OTAs.

What if removing your front desk—and doubling down on the right integrations—was the key to keeping your hotel profitable after COVID?
In this episode of Hotel Tech Insider, Roberto Pacaccio, Revenue & Expense Manager at GWT Hotels, shares how a five-property independent hotel group in San Francisco survived near-shutdown, rebuilt its operating model, and lowered its breakeven point by rethinking technology from the ground up.
How GWT Hotels eliminated traditional front desks without sacrificing service: Roberto breaks down the exact tech stack—including PMS, digital keys, guest messaging, and centralized support—that allows four independent hotels to operate front-desk-free while still offering 24/7 guest assistance.
Why integration matters more than “best-of-breed” tools: Learn how choosing tightly integrated systems (PMS + digital keys + messaging + dynamic pricing) reduced staff workload, training complexity, and operational errors—and why fragmented tools nearly derailed adoption early on.
The revenue lesson most hoteliers miss: lowering breakeven beats chasing ADR:  Roberto explains how automation and labor-light operations materially lowered per-room breakeven costs—and how dynamic pricing rules tied to occupancy replaced manual rate shopping entirely.
GWT Hotels didn’t modernize to “innovate”—they modernized to survive. From replacing physical metal keys to centralizing five hotels under one operational hub, this episode offers a rare, honest look at what tech adoption actually looks like for small independent hotels with no margin for error.
If you’re rethinking how your hotel operates in a labor-constrained world, this episode is a must-listen.
Subscribe to Hotel Tech Insider for more real-world insights from hoteliers who’ve actually done the work—and share this episode with a peer who’s questioning whether their current tech stack is holding them back.

What happens when a boutique hotel director builds a fully personalized “signature tech stack” from the ground up—and proves you don’t need to be a tech native to run one of the most digitally advanced 70-key properties in Berlin? In this episode, Tini Diekmann, Hotel Director at the acclaimed Hotel Oderberger, reveals the real-world tools, workflows, and mindsets that transformed her operations.
 This episode is designed for experienced hoteliers, GMs, and department heads who have lived through multiple system overhauls, survived legacy tech, and are looking for practical, proven strategies to modernize their operations without the chaos.
Takeaways:
• How a boutique hotel built a high-performing, revenue-focused tech stack—piece by piece. Learn how Tini turned a self-built legacy PMS into a fully integrated ecosystem using Mews, SiteMinder, RoomPriceGenie, TrustYou, and more.
• Surprising operational wins you wouldn’t expect. Discover why installing a guest tablet actually slashed heating costs—thanks to a three-way integration between the PMS, in-room devices, and IoT-connected radiators.
• A realistic blueprint for evaluating, selecting, and phasing in new tools. Tini explains why you should never implement more than one or two solutions per year, how to measure ROI, when to cut a tool, and how to keep staff empowered (not overwhelmed) throughout the transition.
• AI in guest communication that actually works. Hear why their call volume collapsed overnight after adopting a chatbot—and how AI email responses now handle 98% of inquiries while maintaining brand tone and reducing workload.