Private counsel to hotel group CEOs
For the CEOs of major hotel groups
We help hotel group CEOs decide what their business must become because of AI.
The people
Between us we have sat on both sides of the table, running a major hotel group and leading the technology inside it. That combination is unusual.
Former CEO and COO, Travelodge
Craig ran Travelodge, the UK's second largest hotel chain, as both COO and chief executive. He has sat across the table from owners, chaired operational boards and carried the P&L for a national estate. He knows how a hotel group actually makes money, where the pressure falls and which decisions a chief executive cannot delegate.
Former CTO, Travelodge
Jonathan was CTO of Travelodge and has spent four decades building and leading technology organisations. He worked with Lamington Group on the AI hotel of the future and the rollout of Second Nature. He focuses on where AI changes business models, governance and competitive advantage, not just systems.
The real question
It is what your hotel group becomes when your guests, owners and competitors each act through an AI agent that can search, compare, negotiate and book for them.
Your guest may never open your app again. Their agent searches every hotel group at once, holds the rate and moves the booking the moment another is cheaper. Owners get the same independent read on your performance, and competitors on the market. As analysis and decision support fall towards near zero cost, what changes is not productivity. It is who controls the guest, what owners pay for and how the group itself should operate.
What changes
When travellers have AI agents that search, compare, negotiate and book for them, the hotel app may no longer be the interface that matters.
AI does not replace your people, it represents and augments them. Judgement, relationships and accountability become the scarce skills, and those are what you build the team around.
When AI makes analysis and coordination abundant, management layers, corporate functions and decision rights need to be reconsidered.
Owners will have their own AI continuously analysing your performance and forming its own commercial judgement. Hotel groups must prove what remains distinctive about their system and fees.
Your distribution and technology partners are becoming AI-native themselves. That changes who holds the leverage in the relationships you depend on.
The most dangerous competitor may be an operator designed around a smaller corporate centre, fewer layers and technology that acts rather than records.
What we do
We help you understand what AI is changing, decide what matters and challenge everyone trying to sell you an answer.
How we work
We work directly with a small number of hotel group CEOs. No hand-off. No software to sell. No AI transformation programme waiting in the wings.
Writing
Anthony Capuano. Christopher Nassetta. Jin Hui. Elie Maalouf. Geoff Ballotti. You lead the five largest hotel groups in the world. How can we help?
For your AI
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