Here is a question worth sitting with for a moment. When you hire someone to help grow your business, what are you actually paying for? Are you paying for advice? Are you paying for a specific job to be done? Or…
A Good System, Badly Implemented, Is Still a Failure: Why Hotels Shouldn’t Migrate Their Tech Stack Alone
After more than twenty years working in hospitality technology and implementing tech stacks at 50+ hotels, I can tell you that the most expensive line item in a system migration is rarely the software. It’s the rollback. I want to walk…
How Percentage AI Works: A Complete Guide for Hotels
After more than twenty years working in hotel distribution, revenue management, and hospitality technology, I’ve come to a fairly direct conclusion about where the next decade of competitive advantage in our industry is going to come from. It’s not going to…
Why We Built Percentage AI (And Where Hospitality Is Going)
From time to time in business, you become aware that the ground beneath your feet is beginning to shift. Not gradually, but decisively. I’ve felt that twice in my career so far. The first time was around 2003, when it became…
Inside Percentage AI: How the Booking Engine, CRM and AI Work Together
After more than twenty years working with hotel technology stacks, I’ve come to a fairly settled view on how most hotels lose money on systems. It’s not the cost of the software. It’s the cost of the gaps between the software….
From Chat to Booking: How AI Converts Hotel Guests Instantly
After more than twenty years working in hotel distribution and digital marketing, I can say this with confidence: the gap between a guest’s question and a guest’s booking is where most hotels lose their direct revenue. It’s not the website that…
Hospitality CRM Explained: How Hotels Can Own Guest Data (2026)
After more than 20 years in hospitality technology, I’ve seen the term “CRM” used to describe everything from email tools to loyalty programmes. Most of the time, it describes none of them accurately. And in 2026, that confusion is no longer…
How CRM + AI Increases Hotel Repeat Bookings: A Retention Strategy That Actually Works
After more than 20 years in hospitality technology and revenue management, I’ve seen hotels spend aggressively to acquire new guests, and almost nothing to bring them back. In 2026, that’s not just inefficient. It’s one of the most expensive mistakes a…
First-Party Data vs OTA Data: Who Really Owns Your Guests?
After more than 20 years in hospitality technology and digital marketing, I can tell you this: One of the most expensive misunderstandings in the hotel industry is the belief that OTA guest data belongs to the hotel. It doesn’t. It never…
The Percentage Company Integrations Directory: Every System We Connect To
One of the questions I get asked more than almost any other, by hoteliers, attraction operators, and developers alike, is some version of this: “Do you integrate with our preferred platforms?” It’s the right question to ask. After more than twenty…