Fewer Vendors, Smarter Systems: John Burns on the Next Era of Hotel Tech
Discover how hotel tech can streamline operations, reduce vendor fatigue, and enhance guest experiences—insights from hospitality consultant John Burns and Actabl’s Marianne Nichols.
Watch the Live Recording
Episode Summary
In this episode of The Check-In by Actabl, we’re joined by renowned hospitality tech consultant John Burns and Actabl’s own Director of Partnerships, Marianne Nichols. Together, they dive into the evolving hotel tech landscape and explore how vendors can better support hotel leaders in today’s fast-paced, data-saturated world.
John, who’s spent decades advising hotel brands on technology strategy, shares what operators are truly looking for today: fewer vendors, simpler systems, and more responsive partners. He explains that as hotels face a growing number of tech options—from AI to panic buttons to business intelligence—the need for integration and reliability is more critical than ever.
Marianne echoes John’s insight, reflecting on her years on property and how disconnected systems often kept her in the back office instead of with her guests. They discuss how vendor consolidation helps reduce that burden and makes it easier for hotel teams to focus on what really matters: people.
John also highlights how hotels have gone from lacking data to being overwhelmed by it. The new challenge isn’t gathering information—it’s drawing actionable insights from it. And while cost still matters, John emphasizes that value and long-term vendor reliability now drive decision-making for savvy hoteliers.
“We're denying reality with our reluctance to embrace technology… The reality is you can't have a good relationship [with your guests] without technology now.”
As the conversation wraps up, Marianne and John agree that the future of hospitality will blend innovative tools with timeless service. Hotel tech can streamline operations and personalize the guest journey, but the heart of hospitality remains in human connection. Their key takeaway for hotel leaders? Adopt tech that enhances—not replaces—your team’s ability to deliver standout experiences.
Meet John, President of Hospitality Technology Consulting
Named one of the ten hospitality experts changing the travel industry by Lodging Magazine, John Burns is a leading voice in hotel technology and electronic distribution. As President of Hospitality Technology Consulting, he advises hotel brands and independents on optimizing central reservations, revenue management, and distribution strategy. With a career spanning Hyatt, Ramada, Pegasus Solutions, and more, John brings decades of insight to the evolving tech landscape. He is a Hospitality Technology Hall of Fame inductee, Pinnacle Award winner, and co-founder of HTNG, and continues to speak globally on the future of hospitality tech.
Meet Marianne, Director of Partnerships & Strategic Alliances at Actabl
Marianne Nichols is a hotelier at heart with a passion for people. She is a highly motivated hospitality professional with years of experience at the intersection of travel, events & tech. Currently in the hospitality tech space as the Director of Partnerships & Strategic Alliances at Actabl, Marianne says the best thing about her role is finding new vendors that solve problems for hotels and then building those relationships.
Marianne proudly began her career wearing a headset taking reservation calls at Pyramid Hotel Group’s Boston Harbor Hotel. Marianne worked on property for a number of years in multiple hotels at various roles from food and beverage, weddings, corporate events, sales and marketing. Marianne loves to share her love for hotels and travel with her husband Brendan and their three children Reese, Declan and Brooks.
