The Importance of Increasing Digitization in Hospitality

Nicola Graham | March 31, 2022

By Nicola Graham Ever since the first hotel reservation system was established by Westin in 1947, technology has increasingly become a centerpiece of hotel operations. The pace of change continues to accelerate, with strides in artificial intelligence (AI) and machine learning (ML) technologies expanding the capabilities of automated personalization. But that doesn’t mean that hospitality technology has kept up with the times. The majority of hotels have yet to fully unleash their full digitization potential. It’s not for a lack of trying: AI marketing is supported by 75% of hotel chain’s top executives, and yet only 36% of all...