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Lou Zameryka helped build Booking.com into what it is today and now advises hotel owners, investors, and technology companies through Ventures Hospitality. Today, we follow up on the State of the Hotel industry research we explored yesterday and get his perspective on what it will take to win in 2025 and beyond.
The Big Idea: Hotels must leverage AI not just for efficiency but to reimagine guest experiences and empower staff to become better hosts if they want to generate profits over the long term.
Why It Matters:
Efficiency might help profitability in the short term, but it's not going to create more revenue unless you deliver more value for your guests.
Listen to our full discussion today on the Hospitality Daily Podcast (available on Spotify or Apple Podcasts), or scroll down to keep reading more insights and takeaways.
Discover How AI is Being Used in Hospitality Today
AI has quickly become one of the most transformative forces in our world. But what does that mean for you and your work in hospitality?
To answer that question, I’m gathering input from professionals across the hospitality industry, and would really appreciate your participation. In exchange, I’ll send you an exclusive summary of what I find in the study. These insights will enable you to compare your experiences with others in hospitality and uncover practical ways to use AI in your work and business in 2025.
FEATURE STORY
Driving Profits in Hospitality Now - And Over The Long Term
Josiah’s note: I’m trying something new. The following is a summary of today's conversation on the Hospitality Daily Podcast created with help from Claude AI. Would love your feedback (just reply to this email) on whether you find this helpful.
Innovation Must Benefit Guests, Too
Profitability pressures are squeezing hotels from all sides, but Lou warns against viewing AI solely as a cost-cutting tool. "If you remove labor through AI, guests will want to pay way less for your room. There's got to be some benefit to them," he explains.
Tech Enables Options
Lou shared what could be a fresh approach to hospitality:
"Imagine if a front desk agent wasn’t seen as just a 'front desk agent' by travelers. We’ve created that role and perception for them, but what if guests could choose between a hotel with a host or one without? If you didn’t want a host, you could simply use your digital key, walk in through a side door, and check into your room—perfect for a limited-service property where you’re not visiting the bar or other amenities.
“On the other hand, if you wanted a host, what would that look like? Where would they work? What would they do? Would they have to sit behind a desk as an agent? Not necessarily. Maybe they’re in the lobby, running a coffee station, helping at the bar, or simply floating around, empowered by better messaging and advanced technology systems. Suddenly, you’re not dealing with an 'agent'; you’re being hosted.
“This idea could transform hospitality at every level, from economy to luxury. It’s not just about providing a luxury service—it’s about shaping perceptions and creating a better experience for guests across the board."
Embrace Experimentation
Hotels face three key challenges when it comes to tech:
Making it a priority in the budget
Measuring ROI
Organizational resistance to experimentation
How to fix this? Lou advocates for a modern, flexible tech stack that enables easy testing of new tools. With SaaS-based systems and AI simplifying interfaces, hotels can experiment without extensive retraining.
Involve Staff in AI Innovation
Lou shared an article Are Morch wrote about how team members could be involved in innovation when it comes to AI:
Create “AI councils” within hotels
Encourage employees to develop AI solutions for daily challenges
Consider revenue sharing for successful AI improvements
Leverage staff's personal AI experience from outside work
Today's Takeaways:
Start viewing AI through the lens of creating value for guests, not just cost savings
Consider transforming traditional job roles into flexible positions as all-purpose “hosts” (Check this out if you’re interested in this idea - The Innkeeper Mindset by Tom Luersen, CoralTree Hospitality)
Create a process for your team to contribute to AI innovation with their ideas (and get rewarded for it)
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Thank you for reading.
-Josiah
