What if the fastest way to improve service, upsells, and loyalty isn’t adding staff—but redesigning how guests communicate with your hotel?

In this episode, Greg Nawrocki, Director of Online Marketing at Linchris Hotel Corporation (30+ hotels across urban, resort, branded, and independent properties), delivers a rare, operator-level breakdown of how modern hotel marketing actually works in the wild—where technology has to prove ROI and still feel human.

Key Takeaways:

• How to operationalize SMS at scale without losing hospitality: Greg shares how some Linchris properties see 50–80% guest adoption of text messaging, and exactly where SMS outperforms email before, during, and after the stay.
• Turning “old-school” marketing into measurable channels: Learn how Linchris tracks ROI on billboards, newspapers, and drive-market advertising using Google Analytics, geo lift, and direct URL behavior.
• Smarter segmentation using PMS-connected data: Practical examples of how email + PMS data enables targeting top spenders, low-value guests, OTA bookers, and drive markets—with real tactics to increase direct bookings and repeat stays.

Greg doesn’t talk in abstractions. He explains how to phrase messages differently by property type, why influencer marketing often fails (and when it works), and how independent hotels can compete with global brands by orchestrating tech vendors—not stacking them.

If you’re rethinking how technology fits into hospitality—not replacing it—this episode is a must-listen. Subscribe to Hotel Tech Insider, share this episode with your leadership team, and explore more operator-led insights at HotelTechReport.com

How do you scale hotel operations across brands, countries, and systems - without losing control or culture?

In this episode of Hotel Tech Insider, we sit down with Øyvind Bøhm Frisak, Chief Commercial Officer at CIC Hospitality, to unpack how a fast-growing Nordic hotel operator is using AI, data, and unconventional guest-facing tech to drive efficiency, improve service, and prepare teams for the future.

This conversation is especially relevant for hotel owners, operators, GMs, and commercial leaders managing multi-property portfolios, complex tech stacks, or brand-franchise environments—and anyone navigating the real-world impact of AI on hotel operations and staffing.

Key takeaways from this episode:

• How CIC Hospitality standardizes performance across 30+ hotels using multiple PMS platforms, a centralized data lake, and consistent KPIs to enable scalable growth.
• Where AI actually delivers value today—from cutting guest response times from 24 hours to minutes, to freeing revenue managers to focus on strategy instead of manual pricing.
• Why guest-facing innovation doesn’t have to mean less human service, including lessons learned from deploying hologram reception and centralized service teams.

Along the way, Øyvind shares candid insights on AI adoption, tech stack integration, revenue management evolution, guest communication automation, and preparing hotel teams for change—without fear-mongering or hype.

👉 Subscribe to Hotel Tech Insider for more conversations with hotel leaders shaping the future of hospitality technology. If you found this episode useful, share it with a colleague or visit HotelTechReport.com for deeper research, reviews, and industry insights.

Guest reviews aren’t just social proof anymore—they’re quietly becoming the backbone of pricing power, AI-driven discovery, and automated guest communication. In this episode of Hotel Tech Insider, Ben Jost, Founder and CEO of TrustYou, shares how nearly two decades of working with the world’s largest hotel brands has shaped his view on where reputation management is headed next—and why many hoteliers are still underestimating its impact.

Ben walks through TrustYou’s evolution from an early consumer review startup to the world’s leading guest feedback and reputation intelligence platform, including its acquisition by Recruit Holdings (Indeed, Glassdoor) and subsequent management buyout. That journey set the foundation for what TrustYou is building today: a unified platform that combines guest feedback, transactional data, and AI agents into a continuous, two-way conversation with guests across every channel.

For experienced hoteliers, the insights are practical and sharp. Ben explains why even small improvements in review scores can directly unlock higher ADR, how reputation management has become the long-term counterpart to revenue management, and why up to 50% of a hotel’s total reviews can now come from its own first-party surveys. He also breaks down a major shift already underway: guests are no longer asking simple yes-or-no questions like “Does the hotel have a pool?”—they’re asking AI long-tail questions that reward hotels with rich, structured review content and strong brand voice.

The conversation goes further into what’s surprising many industry veterans: CDPs, guest messaging, and chatbots are collapsing into a single AI-driven conversation layer that can answer questions, personalize responses using PMS data, and soon execute tasks like upgrades and add-ons in real time. Ben makes the case that the hotel tech stack is about to shrink—not grow—and that the hotels who adapt early will have a structural advantage in both direct bookings and guest satisfaction.

If you want to understand how guest feedback, AI agents, and hotel data are converging—and what that means for pricing, distribution, and operations—this episode is essential listening. Subscribe to Hotel Tech Insider for more conversations with the leaders shaping the future of hospitality, and share this episode with anyone who still thinks reviews are just about responding on OTAs.