Commercial technology that earns its keep
From PMS and channel manager to CRM, CRS and AI search – we review your stack through a commercial lens, plan what to change, and stay alongside your team until it’s live and paying back.
Most hotel stacks were assembled, not designed
Systems arrive one renewal at a time – a new booking engine here, a CRM added there. Each one makes sense on its own. Together, they re-key data, duplicate costs and leave guest insight stranded in the PMS. And now AI-driven search is changing how guests find hotels before they ever reach your website.
So the question isn’t “do we have the right tools?” It’s “is each tool moving RevPAR, direct share or guest value – and can we prove it?”
That’s the question we start with.
Every system is judged by what it does to revenue, cost of acquisition and guest value – then we work back to the technology.
Every system, judged by its commercial impact
We look at the whole commercial stack, not just the distribution plumbing. For each layer, one question matters.
Distribute
Are we visible, bookable and at parity everywhere that matters – at the lowest cost of acquisition?
Price
Are pricing decisions driven by clean, timely data – and does the team trust it?
Know & grow the guest
Do we recognise guests, market to them directly and grow their value – or rent them back from the OTAs?
Sell & operate
Does data flow once, cleanly, across every system – or is it re-keyed and reconciled by hand?
How your content, rates and availability surface in Google’s AI Overviews, ChatGPT and the new agentic booking tools – and what to fix so you’re recommended, not just listed.
From first audit to go-live – and beyond
Recommendations are only worth something once they’re live. So we cover the whole journey – and you choose where we start and where we stop.
Diagnose
What each system actually does, what it duplicates, what it costs and what it earns – mapped against your commercial goals.
Decide
Business case, requirements and RFP, vendor shortlists and demos scored against your goals, then contract and renewal negotiation.
Deliver
Plan and governance, vendor management, configuration and data-migration oversight, testing and a cut-over that doesn’t disrupt bookings.
Drive
Hands-on team training, KPI baselines and 30/60/90-day reviews, so the new system is used properly and pays back.
Not sure where the gaps are? Start with a Stack Health Check.
Three ways to start
Start small and prove the value, or bring us in for the whole programme. Every engagement is scoped around your portfolio and your systems.
Stack Health Check
Our fixed-scope commercial technology audit. A clear, independent view of your current stack before your next renewal or investment decision.
- Commercial review of every system, layer by layer
- Cost, duplication and integration gaps mapped
- Scored stack scorecard
- Your top five priorities, sequenced
Best for: anyone who wants clarity before they spend.
Selection & RFP Sprint
From requirements to signed contract for one system – CRM, CRS, RMS, PMS, sales & catering or group booking tools.
- Requirements built from commercial goals
- RFP, shortlist and scripted demos
- Weighted scoring and reference checks
- Contract and commercial negotiation
Best for: a replacement or new-system decision.
Implementation Partner
We run or co-run the project as your commercial technology lead – from kick-off and vendor management through to cut-over and adoption.
- Project plan, governance and reporting
- Vendor and integration management
- Testing, training and go-live support
- Post-launch optimisation reviews
Best for: groups and management companies without spare in-house capacity.
A commercial lens on technology
We’ve deployed these systems inside the brands and alongside hotel groups as consultants, so we know what it takes to get them live across real hotels – and what makes them pay back afterwards.
Commercial first, technical second
We start with revenue, acquisition cost and guest value, then work back to the system.
Independent
We don’t resell software or take vendor commissions. Our only incentive is your result.
We stay for delivery
Planning and doing, with the same people – no hand-off between the strategy deck and the project.
Your team comes out stronger
Every engagement builds capability. Need more? See Upskilling & Team Training.
Vineeth Purushothaman
Former Regional Director EMEA at Wyndham Hotels & Resorts, with brand-side roles at Starwood and Le Méridien. The systems on this page are ones he has deployed, not just reviewed.
Le Méridien – Starwood
- Brand-led CRM deployment
- Led the global deployment of sales & catering systems, aligned with PMS and revenue management system rollouts
Wyndham Hotels & Resorts
- Distribution systems set-up, including third-party channels and marketplaces
- Piloted new GDS bypass connectivity
- SynXis process improvements
White Sky Hospitality – consultancy
- CRM deployment across regional sales offices
- Corporate RFP process and tool management
- Group booking process enhancements and tools projects for hotel groups
- Bookability analysis and distribution roadmap analysis
Questions we’re often asked
Do you just advise, or do you implement too?
Which systems do you cover?
Are you tied to any technology vendors?
Can you work alongside our IT team or an existing implementation partner?
How long does a CRM implementation take?
Do you work with independent hotels as well as groups?
Is your stack working as hard as your team?
Let’s talk through your current set-up, where the quickest commercial wins are, and what it would take to get them live.