Is your tech costing you?

Jessica Gillingham knows a thing or two about where hospitality is headed. As CEO of Abode Worldwide, she leads a PR agency that champions the tech solutions reshaping how we live, work and play across real estate and lodging. She’s also a sought-after speaker, host of the "Pillow Talk Sessions" podcast and now author of “Tech-Enabled Hospitality.” 

“The book explores how technology is reshaping the way hospitality is delivered—across hotels, short-term rentals and the spaces in between,” she says. We caught up with Jessica to talk technology, trends and transformation.

—Interview by Jennifer Glatt, edited by Lesley McKenzie

Independent hotels often face tighter budgets and leaner teams than branded properties. Where should they start when evaluating tech investments that offer the biggest operational payoff?

Independent hotels don’t have the same resources as large chains, so every dollar invested in technology has to work hard. The best starting point is to look at repetitive, time-consuming manual processes that impact guest experience or revenue potential. Tools that automate routine admin, such as reservation management, rate adjustments and guest communication, often deliver quick wins. Property management systems and channel managers are foundational, but beyond that, I’d recommend focusing first on technology that reduces errors, improves booking efficiency and frees up your team’s time for higher-value guest interactions.

What overlooked back-of-house technologies can have a surprisingly big impact on profitability or guest satisfaction, especially for small, independently run properties?

While front-of-house systems like booking engines get a lot of attention, I often see smaller properties underestimating the impact of operations-focused solutions. Inventory and housekeeping management tools, for example, can save countless staff hours and help avoid costly mistakes like double-booked rooms or delayed turnovers. Revenue management systems are another underutilized asset. Even simple, affordable tools like dynamic pricing can ensure you’re not leaving any money on the table. 

Automation cuts costs, but many worry it erodes the human touch. How do you balance efficiency with personalization?

Automation shouldn’t replace the personal touches in hospitality. It should enhance them. The right tools take away repetitive, low-value tasks so staff can spend more time with guests. Things like automated messaging can handle routine FAQs, while still allowing a human to later follow up for more complex or personal requests. This is where that high-touch, memorable interaction comes in. Think of technology as a backstage assistant that makes your operations seamless, giving your team the headspace and energy to deliver outstanding service.

You write about the importance of connected systems for better decision-making. What metrics should independent hoteliers be paying closer attention to—and how can tech help surface them more easily?

Taking the guesswork out of operations is really crucial in any tech-forward business. Tracking metrics like booking pace, cancellation trends, cost of acquisition per channel and guest lifetime value are important so you know where you’re losing revenue or overspending. Tools like a well-integrated PMS or reporting dashboard can surface these data points easily, even to non-technical staff.

What’s your advice to independent hoteliers who feel overwhelmed by digital transformation?

Start with a problem to solve, and start small. Focus on solving one pain point at a time that’s within your control. You don’t need a big bang rollout of every tool under the sun. Begin with a clear goal. Whether it’s saving time on manual tasks, increasing direct bookings or improving guest feedback, pick technology that addresses that challenge first. Build from there, ensuring every system integrates well with what you already have. The right tech stack should feel like help, not a burden.

Anything else you’d like to share?

Technology is now part and parcel of great hospitality. It is changing how hospitality is delivered and experienced, and this shift will only accelerate with the rise of agentic AI. While there is pressure to modernize, the good news is that the barrier to entry has never been lower. Technology is becoming more affordable and easier to implement every day. In my experience, the biggest hurdle isn’t cost or complexity—it’s mindset. Operators who view technology as a strategic investment, rather than a cost, are the ones seeing the greatest returns.

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Mint Pillow is curated and written by Jennifer Glatt and edited by Lesley McKenzie.