The all-in-one vs. best-in-class argument overlooks what really matters: rethinking hotel tech so that it’s so effective, it fades into the background.
A hot topic in our industry as of late is whether it’s better to invest in all-in-one hospitality tech or choose best-in-breed, fit-for-purpose solutions from a variety of vendors.
This conflict hits home for me, because I experienced it firsthand as a hotel general manager for over a decade. I understand the pain of trying to make things work together. The answer to “Can it connect?” was always: “Sort of.”
Each approach comes with its own set of risks and rewards. A single-vendor solution offers simplicity, with fewer tools and licenses to manage, fewer dashboards and less switching gears for staff. However, it can also lead to vendor lock-in and limit your ability to add new tools that aren’t compatible. When you’re ready to make a change, it might require an entire platform overhaul—or simply going without.
Meanwhile, choosing a best-in-breed stack gives you the flexibility to select the best solution for each specific need. But it also comes with trade-offs, including more purchasing decisions, a higher total cost of ownership, and the challenge of managing multiple platforms that may not integrate seamlessly.
While big brands might have the tech-savvy expertise to navigate this complexity, smaller brands, independents, select service, and extended stay properties with limited onsite staff can face significant challenges. Even a single update to one service can introduce a misconfiguration that brings down the entire technology stack. But is there a better way of rethinking hotel tech?
Fragmented Solutions = Friction and Frustration
Hospitality technology has long been a landscape of silos, with over half of hotel operators reporting technology integration as a top IT challenge. Each system performs its own function but rarely speaks to the others. The result? Friction, for both guests and operators. In many hotels, the PMS does not effectively integrate with the CRM or booking engines, which leaves staff struggling to bridge the gaps manually. The TVs don’t connect with the PMS or the loyalty app, causing guest frustration. The EMS isn’t tied into the cloud, creating missed opportunities for energy optimization and cost savings.
As a GM in London, I faced these same struggles. The surprising (and frustrating) reality is that some of those very same interfaces still exist in hotels today, carrying the same limitations hoteliers wrestled with 20 years ago.
That status quo is no longer sustainable. Guests expect smooth digital journeys. Operators want simpler, scalable platforms. And they want these outcomes delivered by fewer, more strategic partners.
Why settle?
In today’s competitive hospitality market, brands can’t afford technical glitches. Guests’ expectations for a seamless technology experience with property systems like check-in, account management, even guest loyalty and room preferences are higher than ever. The same is true with their own devices: 70% say smart TVs and content streaming are important when choosing a hotel, and 90% want reliable, secure Wi-Fi.
Too often, operators think they must start from scratch to achieve the integration they need for seamless operations. Or they assume they’ll have to make sacrifices depending on which option they choose: a single-vendor solution will offer a handful of robust features, but the rest will be diluted, or a best-in-breed tool will require complex workarounds and delicate connections to make everything run smoothly.
But what if you don’t have to choose between a best-in-breed or all-in-one approach? What if the solution lies in assembling an environment where everything just works with no hassle, no complex management and at an efficient cost?
Eliminate silos, keep the tools you love
Even if you already have solid purpose-built solutions in place, rethinking hotel tech can still help you achieve seamless integration with a flexible, strategic network foundation. Integration requires a backbone, not glue, to hold a tech stack together.
A truly integrated approach must include:
- One platform that adapts across property types and geographies. This is obviously critical for multi-brand or multilocation operators, but it’s important for owner/operators and franchisees as well. Scalability is always a key value proposition for any technology investment.
- One support provider who knows your setup and your team. You need a partner, not a supplier—someone who’s invested in your success, understands your environment and the technical and talent challenges you face.
- One roadmap aligned with your goals, standards, and regulations. Piecemeal best-in-breed technologies WILL work, but a piecemeal strategy will not. Vendors must be willing to work together, standardized on the same network and security protocols, be savvy to your specific compliance requirements, and prioritize your needs for ease and reliability. And they must continuously innovate–something hoteliers report is their Number One tech challenge right now. Choose partners that are constantly building robust, effective features that help you keep pace with the market, compliance, and guest expectations.
- One vision: technology that works so well, it virtually disappears. From guests connecting instantly when they walk in the door to adding AI-driven, cloud-native energy management solutions, from dashboards for remote monitoring and management to on-demand service and support, your entire IT ecosystem should just work—period.
Rethinking Hotel Tech
Hospitality doesn’t need more technology. It needs better, connected technology. Guests don’t care who made your check-in technology; they only care that it works. They just want to be able to access their safe mobile key from their device or send it to their digital wallets and go straight to their room. Operators don’t want multiple dashboards, inconsistent support, and complex integrations. They want intelligent solutions that save money and reduce hassle with operational simplicity baked in.
When systems work together, the guest journey flows effortlessly, and that’s the ultimate measure of success.
To get there, you don’t have to choose between best-in-breed or all-in-one solutions. Instead, choose vendors that prioritize your success and the guest experience. If you’re rethinking your hotel tech, we are here to support your hospitality needs, whatever they may be.
Tim Butterworth is Global VP of Business Development, In-Room Guest Technologies at Nomadix, an ASSA ABLOY company. A former London hotel GM, he spent over 20 years selling telecoms, in-room entertainment, Wi-Fi, and tablet solutions. At Nomadix, he now influences and leads the future direction of guest-facing hotel technology worldwide.
This article originally appeared on Hospitality Technology.