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The Future of Hotel Technology: A Conversation With HotelTechReport.com’s Jordan Hollander – Image Credit Lighthouse
When it comes to understanding where hospitality technology is heading, few people have a clearer view than Jordan Hollander.
As co-founder of HotelTechReport.com and a longtime industry observer, Jordan has watched – and helped shape – the evolution of hotel commercial strategy.
In a recent conversation, we explored how the industry is finally embracing technology at scale, and what this means for revenue leaders navigating this fast-changing landscape.
The end of “We’ve always done it this way”
“The pandemic didn’t just accelerate digital transformation – it shattered the status quo,” Jordan explains. “Hotels that once hesitated to change are now actively seeking innovation, not because it’s nice to have, but because it’s essential for survival.”
This shift is driven by three key pressures:
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The need to do more with fewer staff
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Increasing pressure on margins
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Rising guest expectations around technology
Hotels are moving away from legacy software that locked them into long-term contracts and complex integrations. Instead, they are adopting cloud-based solutions that offer flexibility, automation, and real-time insights.
AI: From buzzword to business impact
When it comes to AI in travel and hospitality, Jordan sees three areas of immediate impact:
1. Eliminating manual, repetitive tasks
Remember spending hours compiling reports or cleaning data? AI is eliminating these tasks, freeing teams to focus on strategy rather than spreadsheets.
2. Enhanced decision-making
AI-driven chatbots and automated messaging are streamlining guest interactions and internal communication. Instead of searching through dashboards, managers can now receive real-time updates in conversational language, making data easier to digest and act upon.
3. Moving beyond dashboards
Instead of drowning in dashboards, teams can now receive insights in plain language. As Jordan notes, “We’re moving beyond data visualization to actual data understanding.”
See what Jordan says about dashboards and the future of AI in hotel commercial intelligence:
The future of hotel technology w/ Jordan Hollander
AI & job security: A common misconception
One of the biggest fears surrounding AI is the idea that it will replace human jobs. But Jordan flips this perspective on its head with an interesting take:
– “AI won’t take your job. But someone who knows how to use AI will.”
Rather than eliminating roles, AI empowers employees to:
– Access insights faster.
– Make data-driven decisions with ease.
– Focus on high-level strategy instead of manual tasks.
– Advice for Hoteliers:
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Start exploring AI-powered tools now. The earlier you integrate AI, the better prepared you’ll be.
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Talk to vendors. See what AI-powered features they offer and how they can help your business.
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Run pilot programs. Test AI tools in a controlled environment to understand their value before a full-scale rollout.
The evolution of hotel software: From legacy to SaaS
Jordan’s perspective aligns with what we’re seeing in the market: hoteliers that embrace connected commercial intelligence are pulling ahead of laggards that are still relying on disconnected legacy systems.
For revenue leaders looking to stay ahead:
1. Start exploring AI capabilities now
2. Focus on solutions that connect different aspects of commercial strategy
3. Look for partners who understand hospitality’s unique challenges
Leading hospitality technology companies are reshaping the industry through rapid innovations and platform integrations. The goal is clear: create comprehensive solutions that eliminate the complexity of disconnected systems.
The path forward points to three key developments:
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Seamless connectivity between hotel systems, breaking down traditional silos
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Accelerated investment in AI to enhance commercial decision-making
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Simplified, more intuitive technology that puts power in the hands of hoteliers
The future is here. Are you ready?
Hollander’s insights reveal a hospitality industry that is finally embracing technology at scale. Here are the key themes from our discussion:
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Technology adoption is accelerating—hotels are moving away from legacy systems to embrace cloud-based, AI-powered solutions.
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AI is transforming hospitality by automating tasks, enhancing communication, and eliminating the need for complex data interpretation.
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AI won’t take jobs—but those who master AI will thrive. Hoteliers need to start experimenting with AI tools now to stay competitive.
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The future of hotel tech is SaaS. The industry is shifting toward all-in-one platforms that integrate seamlessly and provide real-time, actionable insights.
A shared vision for industry
Our conversation with Jordan highlights a crucial moment in hospitality technology. His insights into connected commercial intelligence are particularly relevant given Hotel Tech Report’s 2025 HotelTechAwards, where Lighthouse earned category leadership for the fifth consecutive year across Rate Shopping & Market Intelligence, Business Intelligence, and Rate Parity solutions.
In fact, when announcing the awards, Jordan noted: ‘Lighthouse has achieved something unprecedented in hospitality tech. They’ve maintained product excellence and customer focus while scaling from independent properties to global chains.’
This recognition, combined with our recent $370 million strategic investment from KKR, underscores what Jordan emphasized throughout our conversation – the future belongs to those who can transform complex data into confident commercial decisions.
Ready to learn more about transforming your commercial strategy? Visit mylighthouse.com
About Lighthouse
Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.
Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.
