Hospitality Technology Is Moving Faster. Can Adoption Keep Up?
As AI accelerates the pace of hospitality technology, Amaze CEO Jaime Job sees another challenge ahead: helping people turn more technology and more data into better decisions.
AI is changing not only what hospitality technology can do, but how quickly it can evolve.
As Amaze CEO and Co-Founder Jaime Job explained in a recent interview with Melissa Jurkoic, COO of Benson Consulting:
“The biggest shift we're seeing is in AI, but it's also what AI is changing: the speed with which products get developed.”
Jaime describes that new pace as “warp speed.”
For an industry that has historically been slower to adopt new technology, the question becomes: How do you keep up with technology that's evolving faster than people can change the way they work?
We have more data. But are we using it better?
Hotel teams aren't short on information. The challenge is turning it into something they can use quickly.
Jaime points to a familiar example:
“A year ago, people were still spending tons of time in Excel.”
Moving that information into a dashboard is a start. But changing the technology doesn't automatically change how people use the data.
If someone still has to search through reports or dozens of metrics to find an answer, the experience hasn't fundamentally changed.
The real shift is from searching for information to having the right information surfaced at the right time.
Hotel data should work more like your car dashboard
Jaime compares it to the dashboard in your car:
“In 10 seconds, you know how far you have to go to get to empty. You know if there's an alert or some issue with your vehicle.”
The complexity is still there. You just don't have to interpret all of it yourself.
Hotel analytics should work the same way.
If lead volume drops, knowing it dropped is only the beginning. Hotel teams need to quickly understand:
- Where is the change happening?
- What's driving it?
- Is it part of a larger trend?
- Does someone need to take action?
The goal isn't another dashboard filled with data. It's a faster path from information to action.
That also means looking beyond what has already happened. Changes in lead traffic, lead size, market sources, conversion patterns and sales activity can provide earlier signals of where performance may be heading.
Instead of only asking How did we perform?, teams can start asking:
What are we seeing now that we may still have time to influence?
AI is making adoption a two-sided challenge
The pace of change isn't only affecting hotel teams. Technology companies are adapting too.
“We're trying to get not only our customers to adopt new technologies, but our teams to leverage the new technologies.”
As Jaime puts it:
“We're fighting it on both ends.”
She says the ways of seeing and using information are changing “honestly, weekly.” That means technology companies have to continually rethink how they build products while making sure those products remain easy for customers to adopt and use.
Smarter technology should make things simpler
As AI expands what hospitality technology can do, more capability shouldn't mean more complexity.
The real measure of adoption is whether technology makes work easier.
Are teams spending less time pulling reports? Can leaders identify issues without digging through spreadsheets? Can they see what needs attention and act sooner?
At Amaze, that's the goal: connect fragmented hotel data and turn it into clear, actionable intelligence so teams can spend less time finding answers and more time acting on them.
The technology behind the scenes may be getting more sophisticated.
The experience for the people using it should get simpler.
Know Where to Focus. Know What to Fix.
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