27-28 May



8 Disruptive Hotel Technology Trends to Watch in 2022

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For those of us keeping an eye on technology in hotels, it can be difficult to discern what trends are here to stay and what trends are simply a marketing stunt. We can’t predict what will happen in the future, but we can watch industry trends as leading indicators. That’s just what we’ve done to compile this list of trends that we believe are worth watching in 2021. From white labeling to the decline of OTA dominance, here’s where we predict hotel technology will go this year.

  1. SaaS is exploding
  2. APIs are mainstream
  3. Guest room technology innovation
  4. Privacy & cybersecurity
  5. OTAs struggling
  6. WiFi 6
  7. Big data
  8. Digital hotel companies

SaaS is Exploding

Interest in investing in hotel technology has slowly ramped up in recent years. Venture capitalists are finally starting to recognize the opportunity to invest in tools and platforms that allow hotels to capture new levels of hotel operations efficiency and revenue growth.

“Despite all the innovation that has taken place in the sector over the last decade, there remains massive, untapped opportunity and potential in many categories within the hospitality arena. Despite being one of the largest and most dynamic segments of the US and global economy, penetration of cloud-based technologies in the segment remains incredibly low, and the vendor landscape remains tremendously fragmented on a global basis,” says Matt Melymuka, co-founder and partner at PeakSpan Capital.

Those untapped opportunities that Melymuka references? Venture capitalists are starting to catch on. This month, Cloudbeds announced a Series C minority investment round of $82 million, led by Viking Global Investors with participation from PeakSpan Capital, Recruit Co., Ltd., Counterpart Ventures, and Cultivation Capital. Cloudbeds offers an all-in-one suite of tools, including a property management system, channel manager, booking engine, and revenue manager, growing revenue and automating workflows at more than 20,000 properties. Their Series C fundraising success indicates a growing appetite among investors for cloud-based, low-cost solutions that seamlessly communicate across platforms to target, acquire, and retain guests.

Mews Systems, another top-ranked, cloud-based property management system, raised $33 million in its Series B funding round led by Battery Ventures. “As hotel and other hospitality property owners look to address the challenge of competition from peer-to-peer platforms like Airbnb, Mews provides hoteliers with the tools to not have to worry about the day-to-day of running the business, and instead focus on improving guest experience and helping travelers have the trip of a lifetime,” said Sanjiv Kalevar, Principal at Battery Ventures.

Oaky, one of the industry’s leading upselling tools, raised a Series A funding round of $9.5 million led by PeakScan Capital. Oaky’s appeal to investors stems from the app’s data-driven approach to driving incremental revenue. Their deep understanding of customer behavior makes Oaky one of the top-rated upselling tools on the market today.

VCs aren’t the only stakeholders interested in investing in hotel tech. Zingle, a guest-messaging software, was acquired by Medallia, an experience management company, for a $42 million cash deal in 2019. Hotels use Zingle’s messaging tools to deliver five-star service at scale; Medallia’s investment in Zingle gives hotels the opportunity to provide frictionless guest service and streamline time-consuming interactions, such as check-in.

Life House, a tech-first hotel experience, shows proof-of-concept: that hotels that invest in technology drive higher revenue, better guest reviews, and a higher star-ratingLife House’s market traction epitomizes the appetite for investing in hotel tech. The hospitality startup closed a $30 million Series B from a large group of investors led by Thayer Ventures. “Life House is an unusual company in that it started out as a software provider aimed at fixing ‘the broken and complex hotel operational model’ before morphing into a combination of tech provider, hotel manager and boutique hotel brand,” reports Crunchbase.

Last but not least in the litany of hotel tech brands seeing interest from investors, SiteMinder raised $70 million led by BlackRock, valuing the company at $750 million – and making it the industry’s first unicorn. SiteMinder, like Cloudbeds, offers an end-to-end tech solution: a channel manager, online booking engine, website builder, and more. Its early success at over 35,000 properties shows that this market is only growing.

APIs are Mainstream

White labeling is a practice in which a product – in this case, hotel software – is manufactured by a third party and uses branding by the purchaser, or marketer, so that the end product appears to have been produced by the purchaser. “The advantage is that a single company does not need to do it all: one firm can concentrate on producing the product; another on marketing it; and another can focus on selling it, each according to its expertise and preference,” writes Investopedia.

White labeling has already begun in the hotel industry without hoteliers even knowing it. Property management systems that offer channel management integrations are usually white labelling their channel managers from other vendors. We believe this trend will continue, especially in the revenue management space where white labeling can solve two distinct problems: strategy and tactical management. Most revenue management systems focus on reporting and data visualization; the addition of white label software to the backend of an RMS can improve price optimization, letting hoteliers spend their time on higher value tasks and strategic revenue management.

Along with white labeling, APIs are adding efficiency to hotel technology by integrating your tech stack and helping your tools talk to one another. An API, application programming interface, is simply a messenger of data between applications. APIs allow your various hotel technology tools and programs to work together, connecting your RMS to a PMS, or your PMS to your upsell software, or your business intelligence software to your PMS. An API makes your technology user-friendly and efficient; when your tools work together, you capture each platform’s full capabilities.

API penetration in the hotel tech market has opened up a world of opportunities for property owners. For instance, feeding data from your PMS into a business intelligence tool leads to real, operational data to analyze trends and provide recommendations for better marketing campaigns, smarter staffing decisions, seasonal trends, and market competition. Hotels that are comfortable using APIs can automate tasks that take up much of their employee’s time with manual data entry.

Guest Room Technology Innovation

Guests around the world have unprecedented convenience at home. The number of voice-controlled and streaming services that have proliferated the home in recent years is unprecedented: Netflix, Hulu, and Amazon Prime for streaming; Alexa, Google Home, and Amazon Echo for voice; Creston, Nest, and other smart-home devices; Uber Eats, Door Dash, and Caviar for food delivery at the touch of a button. On-demand convenience dominates our lives, and guests expect this level of ease from their hotel experience as well.

Hotels are catching on, adding convenience through streaming, voice activation, guest-room tablets, and food ordering tech. “Unlike other amenities that are requested but not necessarily used, streaming services are used on average by 40% of rooms—and they’re used longer than their cable counterparts,” Gavin Philipp, VP of operations at Charlestowne Hotels told Hotel News Now. The Amazon Fire Stick, Roku streaming stick, and Apple TV are all low-cost, easy-to-implement tools that some guests are even bringing with them. Hilton is taking a different approach, partnering with Netflix to allow guests to control their streaming straight from the Hilton Honors mobile app.

As far as voice-activation, Volara is leading the way in providing a thoughtful, Alexa-esque guest-room solution. Volara integrates with the most popular work order management systems so that guests can make requests and get confirmation when the item or service they need will be delivered. It also integrates with in-room entertainment, eliminating the pain point of touching a germy remote control. Volara’s success is more than gimmicky – their product allows properties to interact with guests in a fun and scalable way.

Guest room tablets provide convenience in a simple, straightforward upgrade that improves guest satisfaction scores virtually instantaneously. Tablets like those from Crave Interactive allow guests to customize their experience at will, booking spa appointments, taking advantage of F&B offers, and exploring local tours. And for savvy marketing managers, tablets provide a new channel through which to send targeted, automated messages generating $5,000 per month in additional revenue.

Lastly, hotels are replicating the Uber Eats experience with tools like 2nd Kitchen and Bbot2nd Kitchen is a godsend for hotels without a kitchen on-site: guests can order room service from restaurants near your hotel, taking care of care of orders, menus, payment, fulfillment, and customer support for your property. Bbot’s mobile ordering technology gives guests a way to order and pay for food and drinks from their phones, cutting down on labor and menu management at your property. For guests, no need to call down, sign a receipt or spend time waiting in line for service.

Privacy & Cybersecurity

Hotels are a prime target for hackers. “Only about 25% of all U.S. businesses, including hotel operators, are fully compliant with current data security best practices. That means that three out of four are not and are potential disasters waiting to happen,” reported one cybersecurity expert.

Numerous high-profile malware attacks on the hotel industry have led to hundreds of millions of guests’ data being compromised and millions of dollars in damage. Just this February, MGM Resorts revealed they were the target of a massive data breach that compromised personal information for more than 10.6 million guests. Files leaked in the MGM attack included information on celebrities, chief executives of technology companies, reporters and government officials, according to Skift.

With this trend on the rise, hotels are being forced to get smart about security. Property owners must do their research in selecting tech tools that provide multilayer security, data protection, secure transactions, and compliance with international payment and data privacy standards. Hotels must regularly host training to their staff on the proper way to handle personal information, comply with privacy regulations such as the GDPR, and change their access credentials regularly. The many tech innovations we see penetrating the market require constant vigilance of cybersecurity best practices, regular updates to security software, and dedication to routine testing and threat assessment.

OTAs are Struggling

Expedia and Booking have taken some pretty big hits in recent months. Expedia’s shares ended 2019 down 4%, a slight decline but significant in comparison to the S&P 500, which returned 29%. Booking.com’s stock finished down 11% in January 2020 (in part due to COVID-19).

Why the dive in stock price? There are two factors outside Coronavirus that are impacting OTAs. First, hotels are getting better at capturing direct bookings. Hotel tech like direct booking platforms, metasearch ad managers, and messaging integrations help properties draw more visitors to their site and convert more direct bookings, circumventing the high OTA commissions in the process. Direct booking tools that connect a property’s PMS, parity, behavioral and demographic data across the entire booking journey has put hotels on even footing with OTAs when it comes to winning bookings.

Secondly, Google has entered the travel market in a big way. Google has expanded from traditional AdWords to include hotels everywhere via its Hotel Ads product. Google has historically been the source for much of OTAs inbound demand, and now that the platform is a direct competitor, OTAs are vulnerable unless they pay billions of dollars each year to Google to ensure they show up high in search results and get clicks from travel planners. Free traffic is “shrinking all the time”, Expedia CEO Mark Okerstrom explained to analysts.

WiFi 6

5G may be getting all the buzz, but for property owners, WiFi 6 is much more relevant. WiFi 6 is the term used to describe the next iteration of Wifi, a faster, more efficient connection enabled through new technologies. WiFi 6 is about 30% faster than our current WiFi. This might not sound that impressive at first glance, but considering how many devices we’re adding to our WiFi networks, the increase in speed is dramatic.

Like 5G, WiFi 6 will have obvious implications for guests who use their smartphones to book and manage their stay. But beyond the guest experience, hotels can take advantage of faster WiFi to power all those streaming, tablet, and voice-activated devices. With WiFi 6, your property can leverage in-room technology to provide better service, driving positive guest reviews and repeat business. Smart thermostats, smart speakers, and smart locks will all perform better with the adoption of WiFi 6 over the next five years.

Big Data

Investors in Oaky already recognize this next insight: data has become the world’s most valuable resource. The sooner you start to mine guest data for better customer insights, the better positioned your property will be against your competition.

Why is data so valuable? “Data are now part of every sector and function of the global economy and, like other essential factors of production such as hard assets and human capital, much of modern economic activity simply could not take place without them,” argues McKinsey. Data can fuel smarter marketing campaigns, inform your pricing, and help you capture a higher market share than your competitors by knowing your guests on a deeper level.

Hoteliers are just starting to realize the potential of its guest data. Earlier this year, Revinate launched the hotel industry’s first Guest Data Platform to aggregate, clean and deliver rich guest profiles for hotels and property groups of all sizes. The platform combines data from multiple sources to provide a complete picture of a hotel’s guests, delivering the information needed to increase guest satisfaction scores, direct bookings, and ultimately, profit.

An acquisition by CoStar Group put a dollar figure on just how much hotel industry data is worth. The Group purchased STR for $450 million in cash in the fall of 2019. STR aggregates data from more than 65,000 properties worldwide, distributing more than 1 million reports each month. That amount of data synthesized into nice reports? Priceless.

Digital Hotel Companies

All these trends – the flow of VC cash into hotel tech, the rise of consumer-convenience tech, the use of white-label software and APIs – means the landscape of the hotel industry is changing. New competitors are challenging old management companies that haven’t innovated enough.  These next-gen properties are sometimes called hometels (home+hotel), or more generally, alternative lodging.  Brands in the alternative lodging sector include Stay Alfred, Sonder, The Guild Hotels and to some extent groups such as Selina and OYO.

VCs seem to love these alternative lodging options. Sonder, for instance, hit $100M in revenue thanks to its venture capital-fueled growth; the brand raised a $225M Series D and projected $313M in forward 12-months revenue (2019/2020).

The biggest distraction or barrier these next-gen hotels face is that they’re taking the wrong approach to tech. The companies that win will be the ones who stop acting like tech companies – using buzzwords like AI and virtual concierge – and focus on being more innovative and agile real estate businesses than traditional market players today. Those that succeed will be tech-enabled businesses; not tech businesses. They will be better at buying and using tech components via APIs and lean infrastructure, but be founded on sound business principles enabled by the industry’s best tech tools.


What technology is used in hotels?

Technology in hotels goes far beyond guestroom TVs and phones. Hotel technology today includes fast WiFi in guestrooms and public spaces, smart locks on doors that can be unlocked with a smartphone, NFC technology for contactless payments, kiosks or mobile apps for digital check-in, video conferencing systems in meeting rooms, and even robots that deliver room service.

What is smart hotel technology?

Smart hotel rooms use technology to allow guests to personalize their stay experiences. Smart hotel technology includes digital interfaces to control lighting and temperature, entertainment options available for streaming on any device, and sensors that reduce power usage during specific hours or when the guest is not in the room.

Why do hotels use technology?

Hotels use technology to provide better service, streamline communication, allow guests to personalize their experiences, and offer more convenient processes, like checking in or ordering room service. Plus, guests expect technology like WiFi and in-room entertainment, and to come standard, so hotels must offer these amenities to stay relevant.

Why is hotel technology becoming more important?

Technology is becoming more important to hotel operations because it can deliver increasingly high value for hoteliers and guests. For hotel managers, technology specifically designed to manage hotel operations, reservations, housekeeping, and more can enable greater efficiency and fewer human errors. At the same time, technology can unlock more convenient and personalized stay experiences for guests.

Which software is used in hotel industry?

The most important software in the hotel industry is the property management system, which acts as “mission control” for hotel operations. Hoteliers use a PMS to manage reservations, check guests in and out, and handle billing. In addition, channel management software connects hotels to distribution channels, revenue management systems help set pricing strategies, and CRM systems maintain relationships with guests.  Looking for a more holistic view of the hotel tech stack? Download the free HTIndex Market Trends Report.

How technology affects the hotel industry?

Technology advances the hotel industry by allowing hoteliers to run more efficient operations and by giving guests opportunities to personalize their experiences. While exciting technologies present new options for hoteliers to enhance their offerings, these new innovations also mean hoteliers must focus on data security and continued training when implementing the technology that guests expect.

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Barco ist ein weltweit führendes Technologieunternehmen, das vernetzte Visualisierungslösungen für die Märkte Unterhaltung, Unternehmen und Gesundheitswesen entwickelt. Unsere Lösungen haben eine sichtbare Wirkung, indem sie den Menschen fesselnde Unterhaltungserlebnisse ermöglichen, den Wissensaustausch und die intelligente Entscheidungsfindung in Unternehmen fördern und Krankenhäusern helfen, ihren Patienten die bestmögliche Gesundheitsversorgung zu bieten.

Barco hat seinen Hauptsitz in Kortrijk (Belgien), erzielte 2021 einen Umsatz von 804 Millionen Euro und verfügt über ein globales Team von mehr als 3.000 Mitarbeitern, deren Leidenschaft für Technologie in über 500 erteilten Patenten zum Ausdruck kommt. Barco ist seit 1985 an der Brüsseler Börse notiert. (Euronext: BAR; Reuters: BARBt.BR; Bloomberg: BAR BB)

Für weitere Informationen besuchen Sie uns auf www.barco.com, folgen Sie uns auf Twitter (@Barco), LinkedIn (Barco), YouTube (BarcoTV), Instagram (barco_nv) oder liken Sie uns auf Facebook (Barco).

Barco is a global technology leader that develops networked visualization solutions for the entertainment, enterprise and healthcare markets. Our solutions make a visible impact, allowing people to enjoy compelling entertainment experiences; to foster knowledge sharing and smart decision-making in organizations and to help hospitals provide their patients with the best possible healthcare.

Headquartered in Kortrijk (Belgium), Barco realized sales of 804 million euro in 2021 and has a global team of 3,000+ employees, whose passion for technology is captured in +500 granted patents. Barco has been listed on the Brussels Stock Exchange since 1985. (Euronext: BAR; Reuters: BARBt.BR; Bloomberg: BAR BB)

For more information, visit us on www.barco.com, follow us on Twitter (@Barco), LinkedIn (Barco), YouTube (BarcoTV), Instagram (barco_nv) or like us on Facebook (Barco).  


Transmitting information via fiber optic connections offers numerous benefits. MICROSENS GmbH & Co. KG recognised this very early on. As one of the pioneers, the company has developed and produced high-performance communications and transmission systems in Germany since 1993. Individually matched to the demands of diverse usage areas and embedded in comprehensive concepts for individual sectors. But, above all, close to the customer. Technical challenges from customer projects are incorporated directly into product development. This way, IP-based automation solutions are created for modern buildings, cost-efficient network concepts for the office and workspace, robust and fail-safe solutions for industrial environments, optical transport systems future-oriented wide area networks and efficient coupling of sites and computer centres. 

Company Profile:

Since 2001, m3connect has grown to become one of the largest wireless Internet service providers in Europe.

Globally, m3connect serves around 13,000 of its customers‘ sites in over 23 countries. As a thought leader in cloud technologies, m3connect has been extending its self-developed platform for more than 20 years.

m3connect provides best-in-class wireless Internet networking with flexible design, works with state-of-the-art technologies such as WiFi, private LTE and 5G and creates innovative software solutions such as SD-WAN. The range of services is extended to include WiFi portals, digital signage, in-room TV solutions and even VoIP. 

Company Profile:

HRS Hospitality & Retail Systems is an international company with an excellent reputation for service. With over 10,000 customers spanning 90 different countries, HRS is a leading supplier of IT solutions for the hospitality industry. We are Oracle Hospitality’s largest partner with a team of experts ready to support you 24/7. HRS offers a wide range of innovative solutions, including Property Management, POS, Spa & Guest Activities, Business Analytics, Payment Gateway, Mobile Applications, Channel Manager, Online Distribution Services, Finance and HR Systems, Passport Scanning & Recognition, and much more.

HRS Hospitality & Retail Systems is your one-stop supplier of top-quality service, outstanding support, and the best products in the hospitality sector.”


We are excited that in-person events are coming back and look forward to many interesting conversations. The Hotel Technology Network Summit 2022 is an excellent opportunity to exchange ideas and connect with friends and partners.

Hospitality & Retail Systems is a market leader in IT for the hospitality industry and provides innovative solutions for all your software-, hardware-, consulting- and support needs to maximize your company’s efficiency – Maurice Piesker, Sales Manager DACH-Region  

Company Profile:

Legrand Integrated Solutions is the Legrand group brand focusing on Guest Room Management Systems (GRMS) and integrations.

This team is focused on delivering not only the tailor-made Guest room automation solution to your hotel project but is also specialist by smart third-party integrations with other technologies existing in the project such as access control systems, booking software’s etc. The ultimate goal is to reach the highest guest comfort but also to enhance the staff service and the hotel energy efficiency all at ones.

As technology expands, hotel guests continue to search out new and original experiences during their stay, and that’s why next to the integration of the light, shutter and temperature a full integration with a hotel management software, access control, 3rd party heating cooling systems & full building automation is highly required.

Legrand Integrated Solutions offer a wide range of integrated solutions for all project types


Legrand integrated Solutions is delighted to announce their participation at “hotel technology network summit 2022” in Berlin. We look forward to this opportunity to demonstrate, hotel investors, how to reach enhanced guest comfort, best staff service and energy efficiency all at ones with our Legrand Guest Room Management System- Davide Zanzi, General Manager 


NFON GmbH, based in St. Pölten, is a subsidiary of NFON AG. Headquartered in Munich, NFON AG is the leading European provider of voice-centric business communications from the cloud. The listed company (Frankfurt Stock Exchange, Prime Standard) includes over 3,000 partners in 15 European countries, seven subsidiaries and counts 50,000 companies as its customers. With the core product Cloudya, the smart cloud communications platform, NFON offers simplified voice calling, easy video conferencing, and seamless integrations for CRM and collaboration tools for small and medium sized companies. The NFON portfolio consists of four segments: Business Communications with Cloudya, Customer Contact, Integration and Enablement. NFON guides companies into the future of business communication with intuitive communication solutions.


Customer satisfaction is of utmost importance for hotels and any business offering guest management services. The entire staff strives for this. A communication solution, seamlessly integrated into the business processes, perfectly supports employees in their day-to-day work serving the guests. It increases productivity and quality of services, while keeping operating costs low. This is why smooth communication is at the heart of every successful hotel. Mitel customers enjoy flexible, scalable, secure communications, optimized to meet the needs of the hospitality industry, from small economy hotels through to some of the world’s most famous luxury hotels. Powering more than 2 billion connections every day, Mitel helps businesses connect, collaborate and take care of their customers. Mitel’s business communications experts serve more than 60 million users with over 2500 channel partners in more than 100 countries. Doing so Mitel is also close to you

Schneider Electric

Schneider Electric is leading the Digital Transformation of Energy Management and Automation in Homes, Buildings, Data Centers, Infrastructure and Industries. With global presence in over 100 countries, Schneider is the undisputable leader in Power Management – Medium Voltage, Low Voltage and Secure Power, and in Automation Systems. We provide integrated efficiency solutions, combining energy, automation and software. In our global Ecosystem, we collaborate with the largest Partner, Integrator and Developer Community on our Open Platform to deliver real-time control and operational efficiency. We believe that great people and partners make Schneider a great company and that our commitment to Innovation, Diversity and Sustainability ensures that Life Is On everywhere, for everyone and at every moment.


Worldline is the European leader in the payments and transactional services industry. Worldline delivers new-generation services, enabling its customers to offer smooth and innovative solutions to the end consumer. Key actor for B2B2C industries, with nearly 45 years of experience, Worldline supports and contributes to the success of all businesses and administrative services in a perpetually evolving market. Worldline offers a unique and flexible business model built around a global and growing portfolio, thus enabling end-toend support. Worldline activities are organized around three axes: Merchant Services, Mobility & e-Transactional Services and Financial Services including equensWorldline. Worldline employs more than 9,400 people worldwide, with revenue of circa € 1.6 billion on a yearly basis. Worldline is an Atos company.


Smart infrastructure (SI) from Siemens makes the world a more connected and caring place – where resources are valued, where impact on the world is considered, where sustainable energy is delivered reliably and efficiently. It provides the flexible infrastructure to allow society to evolve and respond to changing conditions. SI addresses the urgent challenges of Urbanization and Climate change by connecting Energy systems, Buildings and Industries. Technology and the ingenuity of people come together to be at one with our environments and to care for our world. Siemens Smart Infrastructure is doing this from the macro to the micro level, from physical products, components and systems to connected, cloud-based digital offerings and services. Siemens offers a broad portfolio of grid control and automation; low- and medium-voltage power distribution, switching and control; and building automation, fire safety and security, HVAC control and energy solutions. The headquarters of Siemens Smart Infrastructure is located in Zug (Switzerland). The company employs worldwide approximately 71.000 employees.


Otrum is the market leading hosted solutions partner to the hospitality industry, with software operating across multiple platforms including TVs, signage and smart devices. Research and development is an integral in-house function and, with full control of product IPR, Otrum can rapidly address market needs. Otrum Enterprise is the in-room segment leader in functionality, stability and ease of use, all of this over existing infrastructure. Otrum Enterprise is used by over 1.5 million guests each month. Otrum Digital Signage provides powerful communication throughout an entire property, with a superior wayfinding service, meeting overview screens and digital door signs. Otrum Digital Signage is installed in over 600 hotels. Otrum operates with a network of strategic partners throughout Europe, the Middle East, Africa and Central Asia. The company been at the forefront of in-room guest centric technology since 1985. For more information, visit www.otrum.com.