The hospitality industry has always been quite slow to evolve with technology relative to other sectors, but from the earliest property management systems to the rise of online travel agents, mobile bookings, and cloud-based software, every decade seems to bring a…
Dynamic Pricing for Events & Attractions: How AI Is Transforming Ticket Sales
For 25 years, I’ve worked at the intersection of digital marketing, revenue, and technology. During that time, I’ve watched hotels adopt revenue management systems, OTAs evolve pricing algorithms, and marketing automation transform how rooms are sold. But there is one segment…
Winter Is Coming: Smart Hotel Low Season Planning
After more than 20 years working in digital marketing, hotel distribution, and hospitality technology, and the last 8 years building and running a hotel-focused agency in Phuket, I can say this with absolute certainty: Low season doesn’t hurt hotels. Poor preparation…
Why Hotels Must Shift Budget to Digital Assets
I’ve spent more than 20 years working in digital marketing, hotel distribution, and hospitality technology. I’ve worked with independent hotels, groups, developers, and operators across multiple markets, and for the last 8 years I’ve been running The Percentage Company here in…
Hotel Tech Stack 2026: What Systems Do You Actually Need?
After more than twenty years working in hotel operations, hotel marketing, and hospitality technology, I’ve noticed a shift in the questions hotel owners ask. It used to be, “Which PMS should we use?” Now it’s, “Why do we have so many…
AI for Hotels in 2026: Hype vs. Reality – A Practical Guide for Owners in Thailand
After talking with dozens of hotels across Thailand over the past few years, I’ve learned a simple but often uncomfortable truth: hotel owners and general managers don’t lack intelligence, ambition, or commitment to AI. What they are missing, through no fault…
Marketing Agency vs. In-House: a Total Cost of Ownership (TCO) analysis
When a hotel owner in Thailand asks me, “Why should I pay an agency when I can hire someone in-house?”, they’re usually thinking in one simple equation: “Monthly retainer vs. monthly salary.” That’s a natural instinct, salary is obvious, neat and…
Hotel Ads Campaigns: Why Running Ads in Isolation Rarely Works
After more than 25 years working at the intersection of digital marketing, hotel commercial strategy, and hospitality tech, and speaking to hundreds of hotel operators, I’ve seen one recurring pattern play out again and again: Hotels lose faith in advertising not…
Direct Bookings vs. OTAs: The Real Cost of Hotel Distribution
Understanding the Real Economics of Hotel Distribution and the Path to Sustainable Profitability After more than 25 years working in digital marketing, hotel commercial strategy, and hospitality technology, one conclusion has become clearer with every passing year: Direct bookings are not…
Hospitality Tech Review 2025 and Vision for 2026
Every December, I spend time reflecting on the year, what we built, what we learned, and how the landscape evolved around us. I’ve kept this habit since before The Percentage Company existed, but this year’s reflection seems to carry a different…