Reducing Hospitality Friction Without Losing Human Service With Aven Hospitality

Can a hotel modernize its technology without turning hospitality into another automated transaction?

In this episode of Tech Talks Daily, I speak with Mark Hollyhead, Chief Transformation Officer at Aven Hospitality, about the systems behind thousands of hotels and the operational decisions that affect both employees and guests. Mark brings experience from British Airways, Heathrow Airport, Expedia, and travel management before joining the company carved out from Sabre with support from TPG.

His argument begins with a distinction that many technology programs miss. Guests rarely remember the property management system, API, or data pipeline behind a stay. They remember whether somebody knew their name, solved a problem, explained when the room would be ready, or prevented them from repeating information after a long journey.

Technology matters because it can remove the administrative work surrounding those moments. Mark wants frontline employees to have time to be hospitable, especially when a situation requires empathy or judgment. That means looking beyond the promise of convenience and asking whether a system gives staff better information, reduces repeated work, and leaves them free to focus on the person in front of them.

Mark shares an example from a hotel he visits regularly in Dallas. Different employees recognized a few preferences from previous stays, including his connection with Seattle, a request for two bottles of water, and a preference for a corner room. None of those details required the hotel to know everything about him. They gave the employee enough context to make the interaction feel personal.

The example also illustrates the boundary between thoughtful personalization and an experience that feels intrusive. Mark's test is whether the customer would be surprised by what the company knows. If the guest begins wondering how the information was obtained, trust has already weakened. Hotels hold identity, payment, preference, and location data, including the place where somebody is sleeping, so that responsibility deserves careful treatment.

For technology investment, Mark begins with friction rather than a product category. He looks for employees rekeying information, building spreadsheets because systems do not communicate, switching among screens, and developing improvised techniques to complete ordinary work. Across one property, five unnecessary minutes may appear minor. Across thousands of employees and repeated tasks, those mi