Industry voices say hotel tech has moved past feature lists and into solving pain points. But features haven’t disappeared - they’ve evolved into smarter, guest-centric tools that power this shift.
In recent conversations about hotel technology, you might have heard a bold claim: “Long lists of features no longer matter.” Instead, the buzz is all about solving pain points and making life easier for hoteliers. But let's unpack this narrative a bit - because the reality is that features are far from dead. They've simply evolved.
What pain points are most pressing in your hotel today - front desk efficiency, guest communication, or revenue growth?
Industry perspectives: a shift in language, not in reality
What’s really happening is that modern property management systems (PMS) have shifted from a checklist of staff-facing, transactional features to a new era of guest-centric, cloud-enabled capabilities. It is indeed better for both hoteliers and vendors to shift their focus from lists of features to a broader vision of interconnected opportunities.
Still, we shouldn’t assume the backbone of these solutions has disappeared. In fact, today’s PMS platforms often include more features than before. The difference is that these features are now more visible from outside and user-friendly form inside, enabled by cloud technology, open APIs, machine learning, and AI.
However, the focus on mobile check-ins or self-service isn’t about undervaluing traditional features, but about redefining what has become the new normal - making the new features more seamless and intuitive. They step outside the old limitations of on-premise systems, local networks and transactional, bringing better experience to both guests and staff wherever they are.
The next-gen transformation: it's still about features, just smarter ones
We’ve heard a similar narrative before. Almost three decades ago, when client-server solutions came onto the scene, the industry buzzed about how they revolutionised front-desk operations for their era. Now, we’re witnessing another generational leap, powered by AI, machine learning, and the cloud. This guest-centric, always-connected approach is a better way to communicate value - by focusing on the pain points we solve rather than just the tools we use.
But let’s not mistake this shift in messaging for the disappearance of features. After all, features are the very engines that deliver on those promises. They’ve simply become smarter and more connected.
Examples of smarter features today include:
- Opening check-ins before arrival
- Automating payments
- Recognising returning guests and their preferences with Machine learning
- Upselling extra services
Together, these advancements support broader hotelier goals - strengthening guest loyalty, boosting operational efficiency, and driving sustainable revenue growth.
In practice, this translates into:
- Smarter front desk automation and cost economies
- Improved guest experiences at every stage of the stay
- Greater opportunities for revenue generation
Conclusion: the backbone remains
The industry may be shifting how we talk about value - from features to pain points- but the backbone is still the features themselves. We’ve just learned to deliver them in ways that are smarter, better aligned with hotelier's strategic goals and pain points, more guest-focused, and more in tune with modern technology. The rumours of the “death of features” have indeed been greatly exaggerated.
So when you’re choosing a new hotel management system, don’t skip the deep dive into the features. Explore how they work, how comprehensively they address your particular challenges, and how they might support your needs in different ways. After all, there are many angles and depths to solving any given problem. Ensuring that the solution you choose truly covers your requirements will always remain crucial.
And here’s the twist: great marketing will always make a compelling promise about solving pain points, but it remains your responsibility to look deeper and check how those promises are actually delivered. Because at the end of the day, features are the only way those promises come to life.
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