May 30, 2025
By Daniel Cooper
How Hospitality is Being Redefined by Digital and AI - and the Tech Talent Driving It
While the hospitality and travel sectors have bounced back impressively from the existential shock of COVID-19, what's more striking now is the scale of transformation underway. Across the board, digital innovation and AI are reshaping the industry, and the leading players are moving fast to keep pace. Senior teams are being restructured, strategies overhauled, and operations reimagined to embrace the digital future.
A key part of this evolution? Top tech talent is moving into hospitality. Here’s why:
Digital Transformation as a Business Imperative
Hospitality brands are under increasing pressure to modernise every aspect of their operations, from guest experience to back-end infrastructure. Tech leaders bring the expertise to:
- Automate front-line services (e.g. check-in kiosks, mobile ordering, smart rooms)
- Harness AI and data analytics to personalise stays and forecast demand
- Build secure, scalable cloud platforms
Example: Marriott and Hilton have made major investments in mobile apps and digital room keys - initiatives driven by tech-savvy leadership.
Meeting Evolving Guest Expectations
Today's guests expect digital experiences as seamless as Amazon, Netflix, or Uber. Tech executives understand how to:
- Build intuitive, frictionless digital interfaces
- Use data to personalise interactions in real time
- Create loyalty ecosystems through smart apps and rewards programs
Competing with, and Learning from, Tech Giants
Hospitality companies must adapt to compete (or partner) with:
- Online travel agencies like Booking.com and Expedia
- Platforms like Airbnb
- Big Tech entrants such as Google Travel
To stay relevant and control their customer relationships, hospitality firms are hiring executives who understand platform economics, data ecosystems, and the customer-first mindset of tech giants.
Driving Innovation and New Revenue Streams
Tech leaders often bring experience in:
- Building new digital business models (e.g. subscriptions, memberships)
- Launching platforms and marketplaces
- Monetising data and digital services
These capabilities unlock new growth opportunities and move hospitality brands beyond traditional revenue streams.
Injecting Agility and Modern Leadership
The pace of innovation in tech far outstrips that of traditional hospitality. Companies are looking for leaders who offer:
- Agile, product-driven thinking
- Flat, collaborative management styles
- A track record of scaling digital-first businesses
Modernising the Brand
Hiring from the tech world sends a powerful signal to the market. It tells customers, investors, and partners that a brand is serious about:
- Embracing innovation
- Engaging digital-native consumers
- Forming new strategic alliances
At Norman Broadbent, we support clients across the consumer and hospitality sectors in securing the senior leadership talent driving this transformation. As digital disruption continues to redefine what it means to be a hospitality brand, the right tech-savvy leadership will be a key competitive advantage.