The biggest problem in the Hotel Tech is that tools are metrics centric instead of guest centric!
The first thing that tools often display on their website is… Dashboard. And emphasise on how great is their dashboard. Or how easy it would be to setup a dashboard.
Fine… but data is useless if not actionable. And a dashboard is not so useful for a team on the floor trying to deliver a remarkable experience to their guests. It is also not scalable if you have to overlook 100 guests in the same time and open / close each dashboard to get info.
The second problem of those tool: they are focusing on too few points of the guest journey. Mainly on check-in and check-out. It is easy to tell when is the next reservation or how many reservation was done in the past. But among those two check points, hotels are blind.
The opportunity here rely on getting better data visualisation tools for guest facing team. Tools focusing on guests and the different steps of their journey.