How Hotels Are Evolving Their Relationships with Tech Partners

As the hospitality industry embraces new technology, hotel chains are rethinking how they select and collaborate with tech partners to drive efficiency, guest satisfaction, and revenue growth.

For Iceland’s Íslandshótel, which has grown from a 30-room property to Iceland’s largest hotel chain, working with flexible, responsive tech partners is critical. The company integrated housekeeping and maintenance app Sweeply after a three-month test, prioritizing direct communication and adaptability.

The hotel tech landscape is rapidly evolving, with AI-powered startups flooding the market and hotels moving away from outdated platforms. Jacob Messina, CEO of Stayntouch, sees a shift toward multi-PMS approaches, giving hotels more flexibility in selecting systems.

However, many large hotel brands still mandate proprietary tech, limiting innovation. Georgine Muntz, CEO of Visual Matrix, describes these mandates as “handcuffs” on innovation, preventing integration with newer, more agile solutions.

As AI adoption rises, hoteliers must balance automation with real-world experience. Roman Pedan, CEO of Kasa Living, warns that tech built by non-hospitality experts can hinder, rather than enhance, operations. Hotels must ensure systems integrate seamlessly and address real-world edge cases, such as billing adjustments and guest requests.

Ultimately, hoteliers are demanding more from their tech partners, focusing on flexibility, integration, and AI-driven efficiencies. With AI transforming guest interactions and operational processes, the future of hotel technology partnerships will depend on adaptability, collaboration, and a deeper understanding of hospitality needs.

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How Hotels Are Evolving Their Relationships with Tech Partners

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