person behind a front desk reflecting how technology in hotels should be used to improve the guest experience not just manage the process

Independent hoteliers are bombarded daily with technology vendors pitching miracle solutions. Everywhere you turn, there’s another acronym, another platform, another promise to “transform” your property – if only you buy their product first.

NB: This is an article from GuestCentic

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This endless noise makes it challenging for boutique hotels to know where to invest. And so, predictably, most retreat to what feels safe: they prioritize the property management system (PMS) as their top technology investment. Every survey shows the same thing: hotels put the PMS first.

It seems logical. After all, the PMS runs operations. It’s the “beating heart” of the hotel, right?

But here’s the truth no vendor is eager to tell you: your PMS is there to manage rooms and operations. It isn’t designed to convince a guest to choose you over an OTA or to make your experience irresistible. And if your PMS includes a booking engine, it’s certainly not built to optimize the guest journey or prioritize conversions.

PMS aren’t built to create the momentum your business needs to grow – it helps you deliver what’s already been sold.

And if you’re serious about competing – and staying independent – it’s time to flip this mindset.

The Fallacy of “Get the Basics Right First”

For years, hoteliers have been told to “get the basics right first,” which really means making sure the back office is perfect before you even think about sales.

So they wait. Wait for the perfect PMS before investing in their direct sales channels. Wait for a full integration before launching marketing campaigns. Wait for operational perfection before trying to grow revenue.

Meanwhile, guests aren’t waiting. They’re online right now – searching, comparing, making emotional decisions about where to stay. If you’re not convincing your guests to book with you, they are booking with an OTA that’s offering them everything: discounted rates, mobile-only offers, 24 hour cancellation. You deal with it operationally, and pay a hefty commission for your own guests.

Boutique hotels don’t need to stay in “wait mode” anymore. Most hotels have the basics right. Technology has evolved. Integrations that used to take months now take hours. Most PMS keep rates, availability, and bookings in sync in real time.

This idea that you need a flawless back-office before you can sell is eroding your margins.

Read the full article at GuestCentric