The evolution of hospitality tech: the case for a unified platform
IBS Software
Redefining mission-critical operations at the world’s largest airlines, airports, hotels and cruise companies.
By Steffan Berelowitz, VP & Head of the Hospitality Business, IBS Software
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The hospitality industry has always thrived on one key element: connection. Connection with guests, with staff, and with systems that keep everything running smoothly. Yet, as technology advances, the gap between what the industry needs and what existing solutions can deliver has grown stark.
Enter the concept of a unified hospitality platform—a transformative approach to hotel operations that not only addresses longstanding industry challenges but redefines what’s possible. As someone deeply immersed in this industry, I have firsthand witnessed how this game-changing innovation came to be and the impact it’s already making.
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Where the journey began
?The concept of a unified platform draws from the experience of visionaries like Aaron Shepherd, the founder of APS (now part of IBS Software). With over 40 years of experience building some of the most recognized software in the industry, Shepherd and his team aimed to design a fifth-generation hotel platform. From day one, it was conceived as cloud-native, unlike many of today’s solutions that are still working to migrate to the cloud.
The analogy is simple: imagine climbing a hill. For most companies, the climb represents the transition to the cloud. At the summit, a new horizon opens up—the view of a unified platform. Shepherd’s team at APS started their journey at that summit, building the platform with the future in mind.
This foundational choice allowed us to bypass many of the struggles other software providers face today. Rather than focusing on catching up, we focused on innovation—on building a platform that integrates seamlessly, simplifies operations, and opens new revenue streams for hotels.
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What makes a unified platform revolutionary?
At its core, a unified platform is about simplification and opportunity. Hotels often juggle multiple software systems—CRS, PMS, RMS, and more. Each comes with its own contracts, integrations, and complexities.
A true unified platform eliminates this fragmentation. It allows hotels to:
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The power of personalization: a data-driven approach
?Personalization has become a cornerstone of modern hospitality, with 76% of US hoteliers agreeing that it boosts reputation and repeat business. At the same time, 70% believe technology is key to delivering tailored guest experiences, such as allowing guests to customize their stay based on preferences like room settings or dining choices.
With a unified platform, hotels can streamline operations, allowing hoteliers to focus on offering personalized communication and curated experiences. For instance, features such as attribute-based selling allow guests to select specific room characteristics—like a sea view or additional amenities—driving both satisfaction and incremental revenue.
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Addressing labor challenges with technology
Labour shortages remain a significant hurdle for hoteliers, global hospitality continues to be affected by labour shortages, increasing costs for hotels. As summer 2024 began, more than 75% of hotels in the United States (US) were short-staffed. The European Union (EU) is also missing an estimated 10% to 20% of its hotel workforce. Despite this, technology offers a lifeline, automating manual tasks to free up staff for more meaningful, guest-facing roles.
Unified platforms go a step further by reducing complexity across operations. By eliminating multiple software systems and enabling teams to work seamlessly from any device, these platforms simplify workflows. For example, real-time language translation tools allow housekeeping staff to communicate directly with maintenance teams, reducing task resolution times from hours to minutes.
One of the most significant concerns about adopting technology in hospitality is the potential loss of the human element. However, a unified platform enhances, rather than replaces, personal interactions. By automating routine tasks, it allows staff to focus on creating meaningful guest connections.
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The path ahead for hospitality tech
The buzz around unified platforms is growing, and it’s clear why. As labour shortages persist and operational costs rise, all amidst heightened guest expectations, hoteliers need solutions that do more with less. Technology is the answer, but not just any technology—a unified approach is what will truly move the needle.
While some established players in the industry are scrambling to market their own 'unified platforms', the reality is that most are still years away from delivering on that promise. Building from scratch with the right foundation—like we did with APS—makes all the difference.
In the next 12–18 months, I anticipate significant shifts in the industry. Unified platforms will no longer be a nice-to-have; they will become the standard for competitive hotels looking to thrive in an increasingly complex landscape. The winners will be those who invest in platforms designed with purpose, built for scalability, and focused on delivering real value to both guests and staff.
?For hoteliers willing to embrace this shift, the potential is limitless. The journey begins at the summit, and the view from the top is extraordinary.
Steffan Berelowitz is VP and Head of the Hospitality business at IBS Software. Learn more about IBS Software’s iStay solution: IBS Software - iHospitality | Hotel Booking Solution