“Now is the time to invest in hotel technology.” That was a common sentiment among attendees at the industry’s premier Hospitality Industry Technology Exhibition and Conference (HITEC), held last month in Charlotte, North Carolina.
Topping the list of most sought-after solutions was a platform with open APIs that could consolidate multiple systems into one, centralize guest data, streamline payment processing, monetize experiences, and protect assets amidst unexpected disruptions. Discussions included connecting the tech stack, navigating AI, leveraging real-time data, leveraging experiences, and putting payments at the heart of the guest experience.
We learned that AI and machine learning continue to be at the forefront as these technologies enable predictive analytics, personalized guest experiences, and enhanced operational efficiency, that the integration of IoT into hotel management systems is revolutionizing how properties manage everything from energy consumption to maintenance schedules, that smart rooms that allow guests to control their environment via mobile app or voice command are becoming standard operating procedure, and that the move to cloud-based property management systems (PMS) continues to gain momentum, offering scalability, improved data security, and real-time access to information from anywhere.
The modern hotel PMS has become the foundation on which the hotel tech stack is built, providing the foundational platform that hoteliers rely on to support themselves and their operations during challenging times. To determine if your hotel PMS is future-proof, ask yourself the following questions:
- “Is my PMS an all-in-one solution?”
- “Can it act as a central repository for all guest data that other systems input and extract, and influence the behavior of those systems?”
- “Does the PMS provider have good relationships with third parties for the remaining parts of the business, which require subject matter experts and a track record of industry-leading support and after-sales service?”
- “Is my PMS browser-based and can it be deployed in the environment most relevant to my operations (e.g. on-premise, private cloud, cloud-hosted environment)?”
- “Is embedded payment a sustainable feature of the PMS, and can it be extended into the hotel's POS system to further drive consistency and eliminate redundancy and hierarchy?”
Just as an anchor stabilizes a ship, a modern PMS stabilizes and protects owners, operators, guests, and even staff from volatile situations. No matter how great a hotel's customer relationship management (CRM) system, reservation solution, or marketing application claims to be, it is only as good as the data it can get from its PMS. The more accessible the data is within the hotel PMS, the better third-party solution providers can manage the operational vision and keep the ship afloat.
Throughout the show, I spoke to countless operators who told me they were looking for a PMS with detailed, accurate, and granular guest data that was easy to access and manipulate when needed. Unfortunately, not all PMS companies currently offer this type of data, and for many, key capabilities like open APIs, AI, machine learning, mobile tools, and built-in payments aren't even on their radar.
Ensuring revenue and customer loyalty
Embedded payments, for example, are set to play a key role in the advancement of hotel tech stacks. Seamless integration of payment solutions within the PMS streamlines transactions, reduces fraud, and improves the overall guest experience. For example, with the use of AI and IoT, embedded payments can enable automatic billing for services utilised during a guest's stay, providing a frictionless experience. However, embedded payments have benefits beyond back-office processes.
People were curious to know how embedded payments could be used for contactless check-in and check-out and in-room purchasing. Some were also interested in leveraging the technology for real-time payment tracking and instant rewards for guests who participated in on-property activities and dining experiences. This indicates a growing appetite to innovate beyond traditional uses.
They were also interested in leveraging the PMS gift card program to manage their hotel employee recognition and rewards programs. The versatility of such programs makes them a great tool to increase guest loyalty, encourage staff performance and foster a positive work environment. They can also be expanded to support employee engagement initiatives.
One request that stood out during HITEC was enhanced mobile capabilities for the PMS, including a more powerful mobile app for guests and staff. Additionally, there was significant interest in advanced analytics dashboards that would provide deeper insight into operations and guest preferences. These requests will influence the look and feel of Maestro in 2025 as we continue to prioritize user-friendly, data-driven solutions.
Secure the guest and staff experience
With an increased focus on experiential travel and monetizing out-of-room activities, it is also important for hoteliers to look for a PMS partner that understands guest behavior to deliver the perfect experience and empower staff to manage it. A PMS module for check-in surveys or a two-way guest messaging platform can go a long way in keeping guests in constant communication and identifying remedial action before issues arise. Modern PMS, especially in a resort environment, have the ability to monetize experiences through inventory modules and integrations with venue management systems. Knowing which activities to charge for can go a long way in building a positive experience for both guests and staff.
Hoteliers are getting very creative with their properties. To stay ahead of the competition, they need to deliver unwavering service and experiences. As third parties continue to enter the market with unique and impactful hotel solutions, hoteliers need to understand the role a modern PMS plays in driving guest retention and profitability for their properties. To support your evolving technology stack and future-proof your property for years to come, you need a PMS partner that is proven, innovative, and trusted.
About the Author
Audrey MacRae is Vice President at Maestro, the cloud and on-premise PMS solution preferred by independent hotels, luxury resorts, conference centers, vacation rentals and multi-venue groups. Maestro was first to market with a fully integrated Windows PMS and Sales & Catering solution and continues that trend with cutting edge web and mobile based solutions that encompass every aspect of your operation. Platform and deployment independence makes Maestro an investment that continues to grow and adapt as innovative technologies emerge.
About Maestro PMS
Maestro is a web browser-based, cloud and on-premise PMS solution recommended for independent hotels, luxury resorts, conference centers, vacation rentals and multi-venue groups. Maestro's PCI-certified and EMV-ready enterprise system offers a web browser version (or Windows) with over 20 integrated modules in a single database, including mobile and contactless apps, to support digitised guest journeys and staff operations. Maestro's sophisticated solutions enable operators to increase profitability, drive direct bookings, centralise operations and engage guests with a personalized experience from booking to checkout and every step in between. For over 40 years, Maestro's Diamond Plus services have kept hospitality groups productive and competitive by providing unmatched 24/7 support and education services based in North America. Click here to learn more about Maestro. Click here to get your free PMS Buying Guide.
Barb Wooster
Northwind-Maestro
