Karen Stephens sits down with John Burns, President of Hospitality Technology Consulting, to explore the critical role of personalization in modern hospitality. With decades of experience helping hotels navigate technology and electronic distribution, John offers valuable insights into:

John emphasizes that while personalization is complex, it's not overcomplicated — it's simply essential in today's e-commerce world. He provides practical advice for both independent properties and chain hotels on building effective personalization programs.

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[03:53] The journey from anonymous to appreciated - John discusses the industry's ongoing challenge of moving from asking guests if they've stayed before to welcoming them back properly. He emphasizes that while the technology exists, hotels still struggle to combine all elements effectively to deliver consistent recognition.

[06:24] Technology and the human touch - John explains how newer generations of hotel staff are naturally comfortable with technology, but the key is training them on the "why" behind personalization rather than just the mechanics. The focus should be on building and maintaining relationships through small but meaningful guest interactions.

[09:52] Strategic technology selection - John outlines the process hotels should follow when choosing technology solutions, starting with determining their status as independent or chain properties, defining desired personalization goals, and assessing existing resources before selecting additional tools.

[13:27] AI's role in personalization - While acknowledging concerns about AI, John sees its potential as a powerful filter for the mountains of guest data hotels collect. He envisions AI helping staff identify key guest information in real-time, enabling more meaningful personalized interactions.

[16:43] Career Reflections - John shares his most rewarding experiences helping hotel staff discover their capabilities and build confidence in implementing new technologies and processes.

00:00 - Intro 
02:15 - Early career in hospitality technology 
03:53 - The importance of personalization 
06:24 - Training staff for personalized service 
09:52 - Selecting the right technology 
13:27 - AI's potential in hospitality 
16:43 - Career reflections 
18:00 - Outro