The hospitality industry is at a turning point. Guest expectations are shifting, AI is rewriting the rules, and operators are under pressure to do more with less. Amidst this change, one thing is clear, technology isn’t just a tool anymore, it’s a strategic lever.

At HT360, our commitment is simple, to stay in step with hospitality decision-makers and the real challenges they face. That’s why we brought together a select group of hotel operators for our Hotelier Advisory Board, a session that allows us to better understand the biggest opportunities and challenges around hospitality technology, hearing from the industry directly. Their insights are shaping the future of HT360 and revealing what really matters on the ground.

Our Hotelier Advisory Board members include:

Mustafa Gokcen (Head of IT, Cheval Collection), Rob Flinter (Regional General Manager, Westmont Hospitality Group), Jane Pendlebury (CEO, Hospa) and Claudia Apt (Chief Design Officer, Citizen M)

Here’s what they shared:

1. It starts (and ends) with the guest
Understanding guest behaviour is a top priority. Operators are committed to going beyond OTAs by using smarter tools and deeper insights to tailor experiences. While system integration remains a challenge, there’s growing optimism around solutions that bring teams together and connect the dots across departments.

2. AI is opening new doors
AI is already delivering impact across bookings, operations, and back-office functions. While the landscape is evolving quickly, operators are eager to learn, adapt, and discover how AI can streamline workflows, personalise experiences, and free up staff for more meaningful interactions. It’s about smart adoption, and the appetite is growing.

3. Tech is becoming more integrated
There’s a clear shift toward viewing tech not in silos, but as a business-wide enabler. Operators are calling for solutions that serve multiple functions, from marketing to operations, and support better decision-making. This holistic mindset is paving the way for stronger outcomes and more strategic IT investment.

4. Choice and convenience can coexist
Guests want options, and hoteliers are listening. Whether it’s self-check-in or face-to-face service, the focus is on flexibility. Think seamless digital tools backed by real people. Operators are striking that balance beautifully, with brands like CitizenM setting standout examples.

5. Value and Impact Lead the Way
There’s a renewed focus on investing in technology that delivers tangible benefits. Operators are more commercially savvy than ever, looking for tools that enhance guest satisfaction, streamline team operations, and demonstrate clear ROI. With budgets under pressure, every solution needs to earn its place, and many are.

6. Marketing is evolving for a new era
As discovery shifts towards AI-powered tools, hoteliers are embracing a new marketing mindset. Optimising for algorithms and showcasing standout features is becoming second nature. The shift is clear, lead with substance, amplify your strengths, and inspire across digital channels.

7. Events are becoming catalysts for collaboration
When it comes to industry events, operators are looking for more than inspiration. They want honest conversations, peer-led insights, and curated networking that drives real progress. HT360 is built to deliver exactly that, focusing on what matters and creating space for the right connections.

The HT360 Hotelier Advisory Board made one thing clear: the future is bright for those who embrace it. With smarter tech, stronger collaboration, and a laser focus on the guest, hoteliers are well-positioned to lead the next wave of industry innovation.

HT360 is here to support that journey, cutting through the noise, surfacing solutions that work, and keeping the focus on what drives growth. Make sure to save the date 30 March – 01 April and join us and your peers there.

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