Industry leaders have been gathering at the prestigious Digital Transformation in Hotel Technology conference in Nice, France, to share best practices and explore cutting-edge innovations. Held at the iconic Hotel Le Negresco, this exclusive, invitation-only event brought together top-tier speakers, decision-makers, and solution providers for two days of thought leadership on 28 & 29 January. While the focus remained global, the relevance of such an event for a burgeoning hotel industry like Saudi Arabia’s cannot be overstated.
For the Kingdom of Saudi Arabia, a nation building its hospitality infrastructure from the ground up as part of its Vision 2030 initiative, conferences like this serve as a blueprint for the future. With grand ambitions to attract millions of international visitors annually, the Kingdom has a unique opportunity to implement best-in-class technologies and strategies from day one. The lessons being shared today in Nice could profoundly shape the trajectory of Saudi Arabia’s hotel industry, on its planned course towards being world-leading.
Technology as the foundation of modern hospitality
The conference agenda highlighted the pivotal role of digital transformation in shaping guest experiences, streamlining operations, and driving sustainability in hotels. From AI-powered booking systems to energy-efficient smart rooms, the hospitality industry is leveraging technology like never before. Experts like Tomas Holan, Chief Digital Officer of OREA Hotels & Resorts, and Jaume Vidal, Chief Revenue Officer at Barceló Hotel Group, presented insights on how innovation can be seamlessly integrated into hotel operations.
For Saudi Arabia, which is developing landmark projects such as the Red Sea Global, NEOM, and AlUla’s cultural regeneration, technology isn’t just an add-on—it’s a necessity. With no legacy systems to overhaul, the Kingdom can deploy state-of-the-art solutions to deliver unmatched guest experiences, from personalised services powered by AI to immersive digital tours showcasing Saudi Arabia’s rich heritage.
Insights from Hotelschool the Hague tech innovation professor
During the conference, we sat down with Dr Alexander Lennart Schmidt, professor of technology innovation at Hotelschool the Hague, to discuss the evolving role of technology in the hospitality sector. As a leading academic and consultant in digital transformation for hotels, Schmidt is well-positioned to assess the challenges and opportunities that come with integrating new technologies into hospitality operations.
“Technology transformation is complex,” Schmidt explains. “It’s not something any hotel group can do in isolation. The success of digital innovation depends on collaboration—between hotel operators, tech providers, investors, and even governments. That’s what makes conferences like this so valuable.”
With the global hotel industry at a critical crossroads, Schmidt’s insights highlight key areas where innovation is reshaping the guest experience, operational efficiency, and sustainability efforts.
A major takeaway from our discussion is that hotels must build adaptable digital infrastructures rather than locking themselves into rigid, long-term technology commitments. “Nobody can predict with certainty what hotel technology will look like in five or ten years,” explains Schmidt. “The key is to design systems that are flexible enough to evolve with emerging trends, rather than getting stuck with outdated tools.”
For established hotel markets, where many properties still rely on legacy systems, modernisation can be an expensive and complex process. However, in emerging hospitality markets, such as Saudi Arabia, there is a unique opportunity to integrate cutting-edge technology from the outset.
“In Saudi Arabia, we’re seeing large-scale investments in new hotels, resorts, and tourism infrastructure,” adds Schmidt. “This presents a rare advantage—you’re building from scratch, so you don’t have to work around legacy systems. The ability to implement a fully integrated, data-driven ecosystem from day one is a huge competitive advantage.”
Breaking down data silos: the key to guest personalisation
One of the biggest hurdles facing the hospitality industry worldwide is data fragmentation. Many hotel groups operate under management agreements where the owners, operators, and investors all use different digital platforms. This separation makes it difficult to use data effectively, limiting the ability to personalise guest experiences, streamline operations, and optimise revenue management.
“If you have a hospitality ecosystem where ownership, operations, and investment are aligned, you can leverage data much more efficiently,” Schmidt explains. Some hotel brands are already working towards unified data strategies, allowing them to track guest preferences across multiple properties, anticipate needs, and deliver seamless experiences.
However, many in the industry are still struggling with outdated structures that prevent full integration, making it an area ripe for transformation.
Smart sustainability: from vision to execution
Sustainability remains a top priority for many hotel groups, but Schmidt warns that many initiatives remain surface-level rather than truly transformative. “There’s a lot of greenwashing in the industry,” he says. “But to have a real impact, sustainability efforts need to be measurable, integrated into business strategy, and supported by technology.”
AI-driven smart building management systems are emerging as powerful tools for reducing energy consumption, optimising water use, and improving waste management in hotels. In Saudi Arabia, where sustainability is a key pillar of Vision 2030, hotel developments are incorporating eco-friendly design, smart energy solutions, and AI-driven efficiency models to set a new standard in green hospitality.
Schmidt believes that Saudi Arabia’s approach to sustainability could serve as an example for legacy hotel markets looking to modernise their approach. “When you build hotels from the ground up with sustainability in mind, you can integrate technology in a way that makes a real difference. For established hotels, it’s about retrofitting existing structures, which is often more challenging.”
Schmidt’s insights underscore that hotel technology is not a destination but a journey. Whether in mature hospitality markets like Europe and North America or rapidly expanding destinations like Saudi Arabia, the key is to remain agile, open to change, and focused on long-term digital strategies.
“The hospitality industry is at a turning point,” Schmidt concludes. “The hotels that embrace digital transformation strategically, rather than adopting tech for tech’s sake, will be the ones that deliver exceptional guest experiences and remain competitive in the years ahead.”
As the hospitality sector continues to evolve, those who invest in adaptable, data-driven, and sustainable solutions will lead the way into the future.
The intersection of digitalisation and sustainability
Dr. Willy Legrand, Professor at IU International University of Applied Sciences, focused on how digitalisation and sustainability intersect within the hospitality industry. He emphasised that while the sector has access to extensive data and digital tools, the challenge lies in integrating them effectively into decision-making processes to enhance efficiency, sustainability, and the guest experience.
Legrand argued that sustainability must evolve from being a moral obligation to becoming a core business strategy. Increasingly, corporate clients demand detailed sustainability reports as part of procurement processes, making environmental responsibility not only ethical but also essential for business operations. “Sustainability is about survival—and increasingly, about adding value to a product,” he noted.
He highlighted the European Union’s Corporate Sustainability Reporting Directive (CSRD), which introduces mandatory ESG (environmental, social, and governance) disclosures, requiring companies to track over 2,000 data points. This shift demands that hotels integrate sustainability reporting into their operations with the same rigour as financial reporting, a task complicated by fragmented data systems.
Artificial intelligence offers potential solutions by streamlining ESG data collection and reporting. However, Legrand cautioned against its misuse for “greenwashing.” He stressed that sustainability claims must be verifiable and grounded in measurable impact.
Legrand also pointed out that many hotel brands struggle to communicate their sustainability efforts effectively. Consumers often perceive sustainable products as costlier, not because they are inherently more expensive, but due to the hidden environmental costs of traditional practices. Transparent communication is crucial to help consumers make informed choices.
As the regulatory landscape becomes more stringent, Legrand urged the hospitality sector to adopt innovative data systems to simplify compliance and reduce administrative burdens. He concluded with a reminder that achieving a balance between simplicity and usability will be key as hotels navigate the dual demands of digitalisation and sustainability. “Everything simple is false. Everything complicated is unusable,” he remarked, encapsulating the sector’s challenge in adapting to these transformative forces.
University of Surrey Hospitality professor underlines importance of driving forward-thinking business practices
Dr Pablo Pereira-Doel, Director of Undergraduate Hospitality Programmes at the University of Surrey, delivered an insightful presentation on leveraging sustainability-led technology to enhance guest experiences in the hospitality industry. With extensive experience in operations at global hotel chains like Accor and Marriott across Europe and West Africa, Dr. Pereira-Doel now integrates sustainability research with hospitality education to drive forward-thinking business practices.
He began by highlighting the urgent need for sustainable practices within the industry, referencing the alarming increase in tourism’s global carbon footprint. Tourism, he said, now accounts for 8.8% of global greenhouse gas emissions, with emissions growing at 3.5% annually—outpacing the global economy’s 1.5% growth rate. This trend underscores the necessity for the sector to adopt transformative measures, not only to mitigate environmental impact but also to align with evolving guest expectations.
Dr. Pereira-Doel pointed to a growing demand for sustainable travel options among consumers, with 75% of travellers expressing a desire to travel more sustainably. However, the challenge lies in turning these intentions into actionable choices. He emphasized the importance of seamlessly integrating sustainability into the guest experience to make it an effortless and enjoyable aspect of travel. “Sustainability should not feel like a compromise; it should enhance the guest experience, making their stay both memorable and meaningful,” he remarked.
The presentation also explored how technology can be a powerful tool in this transformation. For example, behavioural science can be applied to influence sustainable choices subtly. He cited a study showing that simply placing plant-based dishes at the top of restaurant menus led to a 50% increase in orders for these options, demonstrating the power of design in driving sustainability without imposing restrictions.
Water conservation emerged as another critical focus area. Dr. Pereira-Doel shared the results of an experiment involving a smart device installed in hotel showers, which provided guests with real-time feedback on water usage. This simple yet effective intervention led to a 26% reduction in shower duration, showcasing how technology can encourage sustainable behaviour without detracting from the guest experience.
The use of neuroscience and advanced wearable technology was also discussed as a means to enhance hospitality offerings. Devices like eye-tracking glasses and smartwatches can help hoteliers understand how guests interact with their environment, enabling personalized experiences such as optimizing room settings for better sleep quality or designing more impactful marketing materials.
Dr. Pereira-Doel stressed the importance of collaboration and innovation in achieving sustainability goals. While technology plays a vital role, it must be paired with a deep understanding of human behaviour and clear communication. Ultimately, sustainability in hospitality is not just about reducing environmental impact; it is about creating transformative experiences that resonate with guests on an emotional level. “By embracing sustainability, we are not only addressing global challenges but also redefining the essence of hospitality,” he concluded.
“It’s not just about the numbers” – Tess Mattisson
Tess Mattisson, CEO of Zaplox, captivated the audience with her insightful exploration of how behavioural science can transform business strategies. A seasoned leader in digital hospitality solutions, Mattisson shared compelling anecdotes from her career, illustrating the power of understanding human behaviour in shaping the future of hospitality.
Mattisson began by recounting her career journey, which includes leadership roles in marketing and e-commerce for major hospitality brands. Her pivotal moment came in 2012 when she championed the development of a mobile e-commerce platform at a time when mobile bookings were almost non-existent. Her success was not rooted in conventional data but in her ability to observe shifting behaviours—like commuters consuming news on their smartphones rather than printed newspapers. “It wasn’t about the numbers,” she shared. “It was about seeing how people’s habits were changing and anticipating the ripple effects.”
This emphasis on behavioural science as a driver of innovation remained central to her message. In another transformative example, she described creating an ecosystem that leveraged existing digital behaviours across the guest journey—from dreaming and planning to booking and experiencing. By aligning marketing efforts with how people naturally interacted online, her strategies significantly increased engagement and revenue without requiring massive investments in new technology.
As CEO of Zaplox, Mattisson now focuses on mobile solutions that enhance guest experiences, such as digital check-ins, check-outs, and mobile keys. She pointed out that the pandemic accelerated demand for such services, fundamentally altering guest expectations. “Hotels that already had digital self-services in place were able to adapt quickly,” she explained, “but those without them fell behind.”
Her talk wasn’t just about past achievements; it was a call to action for the industry. Mattisson urged hospitality leaders to future-proof their strategies by prioritising guest behaviours over historical data. She highlighted voice technology as the next frontier, predicting it will revolutionise how hotels interact with guests in the years to come.
Concluding with practical advice, she emphasised the importance of looking beyond the hospitality industry for inspiration. “Your competition isn’t just the hotel down the road,” she said. “It’s the brands setting new standards for your guests’ expectations, often in entirely different sectors.”
With her engaging storytelling and forward-looking insights, Tess Mattisson left attendees inspired to rethink how they approach business strategy in the ever-evolving landscape of hospitality.
Anticipating guest preferences with AI
Ana-Maria Girtu, Director of Cruise Hotel Operations at The Ritz-Carlton Yacht Collection, discussed the evolving relationship between luxury hospitality and sustainability. She highlighted that a growing number of travellers prefer eco-conscious accommodations, and businesses that adopt sustainability measures are seeing financial benefits. However, luxury hospitality faces unique challenges in this transition, particularly in the cruise industry, where energy consumption, waste management, and guest expectations make sustainability efforts more complex.
She emphasised that sustainability regulations have evolved significantly over the past decade, moving from voluntary commitments to strict reporting requirements. International organisations and governments are now mandating transparent environmental disclosures, making compliance a necessity rather than an option. Technology, particularly big data and blockchain, is playing a crucial role in helping hospitality businesses track and report their sustainability initiatives efficiently.
Girtu also explored how digitalisation enhances the guest experience, particularly in luxury travel. AI-driven personalisation allows hotels and yachts to anticipate guest preferences and provide seamless, bespoke service. However, digital transformation must be carefully managed in high-end hospitality, as some guests still expect traditional touchpoints like printed materials and face-to-face interactions. Striking the right balance between technology and personalised service is essential to maintaining a luxury experience.
Despite ongoing challenges, Girtu believes luxury hospitality can be a leader in sustainable innovation. By integrating smart technologies, optimising operations, and adapting to evolving consumer expectations, the industry can redefine luxury to align with responsible tourism. While alternative fuel solutions and infrastructure improvements remain a work in progress, luxury brands have a unique opportunity to set new standards for environmental responsibility while maintaining the high levels of service their guests expect.
Beyond automation: the indispensable human role in digital revenue management
Michael Grohs, Vice President of Revenue Operations at Radisson Hotel Group, explored the evolving dynamic between automation and human expertise in revenue management. While AI and machine learning continue to reshape pricing and forecasting, Grohs made a compelling case for the enduring importance of human oversight in ensuring ethical, strategic, and guest-centric decision-making.
“AI and automation are powerful tools, but they are not infallible,” Grohs explained. “At the end of the day, revenue management is about more than just optimising room rates—it’s about trust, long-term strategy, and guest relationships. That’s something only people can bring.”
With AI-driven forecasting tools improving accuracy by up to 30%, hotels are now able to adjust operations in real time. Grohs acknowledged the immense value of these tools, noting that “dynamic pricing models are no longer just seasonal—they are adjusting in real time, based on demand patterns we wouldn’t have spotted manually.” Research from MIT suggests that such models can drive revenue increases of 3.7%, making them a critical asset for hotels looking to stay competitive.
However, Grohs issued a warning: AI is only as good as the data it receives. “Garbage in, garbage out,” he cautioned. “If AI is fed flawed or incomplete data, it will make flawed decisions. Human oversight is not optional—it’s essential.”
Beyond data integrity, Grohs emphasised the ethical considerations of AI-driven revenue management. He cited cases where hotels took advantage of system failures to dramatically inflate room rates, leading to public backlash. “Just because AI tells you that you can charge a certain price doesn’t mean you should,” he pointed out. “A short-term gain can lead to long-term reputational damage.”
He also reflected on the pandemic, when rigid, AI-enforced cancellation policies left many customers frustrated. “We saw the limits of automation when non-refundable bookings were strictly upheld by AI, while human managers made the call to offer flexible solutions like vouchers,” he explained. “The difference was guest loyalty—we gained it where others lost it.”
One of the most significant areas where human expertise remains irreplaceable is in guest experience. “AI doesn’t have empathy,” Grohs remarked. “It won’t instinctively know when a guest needs a personal touch.” He shared an example of a hotel recognising a repeat guest’s birthday and upgrading their stay accordingly—something that AI could register but wouldn’t necessarily prioritise. “That’s where we make the difference. We use technology to inform us, but it’s the human touch that creates the experience.”
Looking ahead, Grohs envisions a collaborative future where AI handles routine tasks while revenue managers focus on strategy and relationship-building. “The role is shifting,” he said. “It’s no longer about manually tweaking rates—it’s about setting the framework that guides AI to make the best decisions.”
His final takeaway? “AI is here to stay, but it’s not replacing us—it’s augmenting us. Our job is to make sure we use it wisely.”
The ethical viewpoint – as seen by UN Tourism
Daniela Otero, Interim Chair of the World Committee on Tourism Ethics at UN Tourism, delivered a thought-provoking discussion on the ethical considerations surrounding new technologies in the hospitality and tourism industries. She emphasised that while advancements such as artificial intelligence, data analytics, and automation are transforming guest experiences, they also raise critical questions about privacy, security, and equitable access.
As tourism continues to embrace digitalisation, Otero stressed the importance of ensuring that technological progress aligns with ethical principles, safeguarding both consumers and industry stakeholders.
(see also our exclusive interview with Ms Otero)
Building the Saudi brand with hospitality technology
As Saudi Arabia positions itself as a top-tier tourist destination, the digital guest journey will be a critical factor in shaping perceptions. To this end, Joonas Ahola, founder of MeetingPackage, discussed the importance of mobile-first solutions and unified booking platforms. These tools not only simplify the customer experience but also provide valuable data to help hoteliers refine their offerings. Saudi Arabia’s rapidly expanding hotel industry, which includes international brands such as Hilton, Marriott, and Accor, must also consider cybersecurity—a key topic at the conference. With increasing digitalisation comes the responsibility to protect guest data, a challenge addressed by cybersecurity experts like Quentin Malraison from Accor. Adopting these practices from the outset will reinforce Saudi Arabia’s reputation as a safe and trusted destination for global travellers.
A major theme emerging from the conference has been the shift from offering hotel stays to creating holistic guest experiences. Hotel tech expert Christian Mueller shared insights on how technology can elevate every aspect of a guest’s journey, from personalised room settings to curated cultural activities.
For Saudi Arabia, this aligns perfectly with its cultural and tourism goals. Projects like AlUla and Diriyah Gate are not just about building hotels—they’re about immersing visitors in the Kingdom’s rich history and traditions. By integrating virtual and augmented reality, Saudi Arabia can offer guests a unique window into its heritage, from exploring ancient Nabatean tombs at Hegra to participating in interactive storytelling about the Incense Route.
Saudi Arabia’s opportunity to lead
It is clear that the insights being shared in Nice are not just relevant—they are essential for a country like Saudi Arabia, which is redefining its place on the global tourism map. With its Vision 2030 framework and billions of dollars in investment, the Kingdom is poised to build a hotel industry that not only meets but exceeds global standards.
By leveraging the knowledge shared by the world’s top hospitality leaders, Saudi Arabia can create a hotel ecosystem that combines cutting-edge technology with unparalleled cultural experiences. This is more than just an opportunity; it is a responsibility to set a benchmark for the future of hospitality.
The Nice conference indeed has inspired conversations and forged connections, Saudi Arabia’s hospitality leaders have every reason to take note. The Digital Hospitality Technology Conference has been more than an industry gathering… it’s a roadmap for transforming tourism, and Saudi Arabia has all the tools to follow it to success.
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