“Digital can play a role in unleashing your potential – Making your eCommerce channels more profitable and developing customer value propositions that are centered on delivering better outcomes for your guests.”
Carlo Gagliardi, Strategy Consulting Partner, PwC
Last Updated: Nov 2026
How can hotel software help hotels compete in the digital age? By connecting booking information, guest preferences and daily service, it can help teams deliver a more consistent experience before, during and after a stay. The aim is to make useful information available when a guest needs attention.
For owners evaluating hotel management software for hotel chain operations, that consistency must extend across properties. SiteMinder’s Changing Traveller Report 2026 found that 80% of surveyed travellers want AI-powered capabilities in their booking journey. The survey covered 12,000 travellers across 14 countries. This measures preferences, not actual AI adoption or guaranteed booking growth.
The discussion below explains why guest experience should guide digital strategy. The added guidance shows how to turn that principle into connected workflows as your hotel group grows.
We have seen that online travel agencies (OTA)in recent years have changed the face of industry and have grown immensely tapping the new tech savvy consumers with online technologies, mobile markets and social media. They have gained an advantage of retaining the consumerist, responsive mindset of the tech company, combined with low overhead expenses. But they are also ploughing in money to invest heavily in developing new models of business and establish increasing focus on mobile and last-minute bookings. Hotels who fall short to respond to these changes will see their margins battered, and their businesses coming under risk; but those who grab this prospect are more likely to be able to tap this new segment and make revenue to improve profitability.
Digital technology has the prospective to bring about the change in all facets of the traveller’s journey – valuing and enhancing experiences from before they go, while they’re away and when they return. This paves way to new areas for the hotel to build a deeper emotional bond and loyalty with the traveller/guest.
At the same time the overabundance of OTA’s and mediums to make a booking has made it difficult for hotels to optimise channel mix and costs. The participation of the other industry players, such as airlines, and the lack of much thorough data filtering through from booking systems makes the challenge of providing a reliable customer-focused approach at every step even more difficult.
The customer experience becomes an opening to cultivate revenue. Those who really understand their target market, what they want and what drives their buying decision, have a huge advantage.
PWC has conducted customer research that shows 65% of all guests are likely to re-book hotels where they’ve had a great experience in which they have rated attentiveness of the staff as the most important driver of great hotel experiences. Delivering memorable experiences reliably all the time, however, requires lots of cross-functional collaboration.
Rather than focusing only in terms of ‘just channels’, hotels now need a digital business strategy for the more advanced technological age that focuses on helping the customer achieve the goals they care about, rather than ‘just’ providing a set of inputs.
They need the courage to be the trusted brand of the consumer before, during and after their stay.
Building that trusted relationship requires the hotel’s departments to work from reliable information. A guest who requests a quiet room before arrival should not need to explain the preference again at reception. For example, a reservation note can inform room allocation and staff preparation, with access limited to the people who need it.
Compare Digital Tools with a Connected Guest Journey
Use this comparison to evaluate how your systems and staff processes work together.
| Stage | Separate tools and processes | Connected workflow to evaluate |
| Before arrival | Requests remain in separate messages | Relevant requests reach the reservation and responsible team |
| Distribution | Staff repeat updates across extranets | Supported rates, inventory and bookings synchronize |
| During the stay | Departments rely on verbal handovers | Authorized staff can access relevant service information |
| After departure | Feedback sits apart from operational records | Recurring themes inform service improvements |
| Chain expansion | Each property builds its own routines | New properties adopt an established operating model |
Reduce Manual Work to Make Room for Service
Expedia Group’s 2026 connectivity research found that 81% of decision makers at fully connected properties reported reduced friction and manual work, compared with 49% using basic connectivity. Censuswide surveyed 1,500 hotel decision makers across six markets. These are self-reported findings, not proof that software alone caused the improvement.
When evaluating hotel booking channel manager software, test a booking, rate change, amendment and cancellation. Confirm room mapping, update timing and failed-update alerts. Distribution accuracy supports the guest journey, while staff still need clear responsibilities for requests and exceptions.
Turn Guest Understanding into Consistent Decisions
Collect relevant preferences accurately, explain how guest information is used and restrict access appropriately. Review service themes alongside repeat bookings, accepted upgrades and complaints. Compare similar periods and property types. A pattern can suggest an improvement, but teams should validate it before changing service or offers across the portfolio.
Grow with mycloud PMS
mycloud PMS supports growing hotel chains with centralized guest profiles, rates, inventory and reporting. Its chain offering enables new properties to join an existing operating model. This gives management a foundation for shared workflows and group oversight while property teams focus on delivery. Demonstrate the required integrations and permissions before rollout.
Frequently Asked Questions (FAQs)
What should a hotel digitize first?
Start with a recurring guest or operational problem, such as missed requests or repeated booking entry. Map the handover, assign an owner and test one complete workflow.
Does digital service replace personal attention?
It should help staff prepare and respond. Give guests a clear route to a person, especially when a request needs judgment or a booking problem remains unresolved.
How does distribution software support guest experience?
Accurate booking details help teams prepare for arrivals. Confirm that hotel booking channel manager software delivers supported amendments and cancellations as well as new reservations, with a process for exceptions.
How can chains use shared guest profiles responsibly?
Keep records accurate, limit access by role and establish appropriate privacy controls. Confirm preferences with guests rather than treating every historical note as a current request.
Should every hotel introduce AI immediately?
Evaluate a defined use case and reliable data first. Test accuracy, staff oversight and privacy. Interest in AI does not establish that every feature suits your guests or operation.
What should management measure after implementation?
Track reporting time, booking errors, request completion and guest feedback alongside commercial results. Record a baseline and review comparable periods before attributing improvements to the system.
By: Minakshi Dave.
About mycloud
mycloud is developed and promoted by Prologic First– a hospitality technology innovator and a leading international hospitality IT solutions provider. Prologic First is a group of companies that develops and internationally markets integrated hotel software solutions for the hospitality sector. Prologic First software solutions are in use at more than 1300 sites in 35 countries. Professionals formed Prologic First more than a decade ago with extensive experience in developing and deploying hotel IT solutions. For more information visit www.prologicfirst.com.
Media Enquiries:
Deepak Chauhan, Phone +1-415-390-5039, Email: deepak@mycloudhospitality.com
