Cover Story
24
www.asianhospitality.com
July 2025 | Issue 238
today. It’s our responsibility as hotel
leaders to help streamline operations.
Red Roof has successfully managed
integrations in a way that benefits
our operators thanks to our ability to
secure reliable partners,” she said.
“Third-party technology developers
are often defined today by how
effectively and efficiently they evolve
their products to meet the market's
needs. The rate of change is not always
consistent from one group to another.
Hotel leaders are challenged to select
partners who are willing to continue
contributing to a strong and growing
toolset. When done correctly, hoteliers
benefit greatly.”
As an example of this point,
Brell said Sojern and
HotelKey just introduced
an integration of their
technology that allows
Red Roof properties
to access Sojern’s
real-time feedback
through HotelKey’s
PMS.
“Sojern’s
impactful
data-analysis
and customer-
communication
tools are included
alongside key operating
and room controls
through HotelKey,”
Brell said. “This
unified platform
enhances operational
efficiency, reduces errors
and increases on-site
awareness and connectivity.”
Third party software
venders are making
integration with other
systems easier recently,
Brell said. At the same
time, she said, it is also
becoming increasingly
necessary.
“Hospitality operations
have undergone significant
evolution over the past
decade, and operators
rely on brand
partners to
equip them with effective technology
that effectively responds to their
needs,” Brell said. “Red Roof thrives on
genuine relationships with franchisees,
which help us identify partnership
opportunities and technologies to help
effect actual operational change.”
As with most technology-related
operations, AI plays an increasingly
important role in consolidating
services.
Playing it smart
Dow said that, while AI is becoming
increasingly common across the
industry, it’s not yet widely used for
system integrations.
“However, it's important to prepare
for what's coming next. As AI-driven
agents begin to interact more directly
with booking platforms and digital
ecosystems, hotels will need to ensure
their properties and amenities are
easily discoverable and accessible,”
Dow said. “In the future, it will become
a basic requirement for staying
competitive in the industry.”
Dayal said he uses AI to analyze
various data points in order to suggest
the best revenue optimization.
“For example, we can now predict
when an airport is experiencing
delays so that we can adjust our
rates accordingly. AI helps also with
reviews,” Dayal said. “We are using AI
to also analyze guest behavior so that
we can custom make their experiences.
We have more AI use cases that can
be highlighted ranging from dynamic
pricing, AI assisted trip planning,
fraud prevention and real-time guest
sentiment analysis.”
Josh Dow, Wyndham’s vice president for hotel technology strategy and services, said Wyndham
franchisees expect a connected ecosystem of technological solutions that work seamlessly together.
StayiQ offers a unified hospitality platform that offers self-service capabilities for guests
including identity verification, in-room controls of switches and smart plugs, TV entertainment
and service requests.