The Hotel Business Green Book Owners & Developers Report featured insights from Mary Beth Cutshall, chief growth officer, Vision Hospitality Group; Robert Finvarb, owner/CEO, Robert Finvarb Companies; and Brittney Jones, chief development officer, Brittain Resorts & Hotels.
The leaders were also asked: How is technology influencing the way you design, operate or market your hotels?
Here are their responses:
Cutshall: Technology is no longer a supplement; it is core to the guest and ownership experience. In development, we’re using data-driven feasibility and design modeling to optimize footprints and maximize efficiency.
Operationally, AI-driven guest communication tools are improving personalization while helping offset labor shortages. From a marketing standpoint, digital storytelling and targeted performance marketing—especially through first-party data and loyalty ecosystems—allow us to connect with travelers earlier and more effectively.
Finvarb: Technology is reshaping every part of the hospitality business—but the pace of change right now, especially with AI, is outpacing how quickly most owners and operators can practically integrate it. There’s tremendous potential, but also real challenges. From a marketing standpoint, one of the biggest frustrations is that AI-driven search and recommendation platforms—like ChatGPT, Grok and Perplexity—are becoming new gatekeepers for discovery, yet there’s currently no reliable way to pay or position our hotels for visibility the way we could with traditional search engines. That means we must focus on authentic storytelling, high-quality imagery and strong brand alignment so that our properties organically surface as relevant and desirable within those ecosystems.
In design, technology is helping us think differently about space and function. We’re integrating more smart-room systems, digital concierge features and energy management tools that improve guest comfort while reducing operating costs. In new builds like our Hyatt Centric in Wynwood, we’re designing with flexibility in mind—anticipating future integrations like personalized in-room AI assistance, touchless check-in and evolving F&B ordering platforms.
On the operations side, it’s both exciting and complicated. There’s incredible potential in AI for forecasting labor, optimizing revenue management and personalizing the guest journey, but so far, the challenge has been figuring out how to integrate those tools seamlessly into existing brand and property systems. Many platforms are still fragmented, and the industry hasn’t yet found the right balance between automation and human service. At the end of the day, hospitality is still a people business—technology should enhance the human connection, not replace it.
For us, technology is less about chasing every new trend and more about thoughtful adoption—using data and innovation to improve the guest experience, empower our teams and protect margins. The companies that stay curious and adaptable without losing sight of service culture will be the ones that thrive in this next wave.
Jones: Technology is playing a larger role in how we operate and market our hotels, particularly as an independent management company where we’re not relying on a brand system to drive performance. We’re using technology to improve efficiency, enhance reporting and support faster, smarter decision-making at the property and portfolio level.
AI is now integrated across multiple disciplines. In revenue management and marketing, AI helps us optimize pricing, segment demand and personalize campaign messaging. We’re also using AI to support guest engagement, including response management for reviews and inquiries, which allows our on-property teams to stay focused on service and day-to-day operations. In our call center, we’re actively testing AI to manage greater call volume and streamline the booking process while still delivering a high-touch guest experience.
The most valuable impact is in business intelligence, aggregating data in more meaningful ways so our teams have clearer insights faster. The goal isn’t to replace hospitality; it’s to allow our people to operate more effectively and deliver a more thoughtful, personalized guest experience.
To read the rest of the Green Book Owners & Developers Report, click here.
