
Episode #208
Hotels Need to Sell the Whole Stay, Not Just the Room | Louise Ryan & Joe Watkins, Journey
Guests don't just book a room anymore. They book the spa, the dinner, the round of golf, the whole weekend. Most hotel tech still hasn't caught up.This week Chris Fletcher is joined by Louise Ryan (CMO) and Joe Watkins (Head of Data and AI) from Journey, the Cheltenham-based hotel tech company helping luxury hotels drive total revenue per guest.They cover why hotels need to think more like retailers, why RevPAR is giving way to TRevPAR, and how one hotel partner moved from 50/50 OTA-to-direct to 80/20 direct. They also discuss where AI is creating real commercial value right now and why trust is still the biggest barrier to adoption.Chapters00:00 Intro01:30 Meet Louise and Joe02:08 What Journey does02:33 From digital agency to all-in-one booking engine04:06 The pressure on luxury hotels right now05:08 Thinking like a retailer: monetising every square inch07:35 Where guest data actually lives (and who just resigned with it)08:42 Hotels as multiple businesses under one roof09:22 From RevPAR to TRevPAR11:44 380 nights at The Other House and still not understood12:37 The Cotswolds spa booking that went wrong14:24 Taking back control from the OTAs16:05 Personalisation and the data flywheel17:26 AI chatbots and the adoption problem19:27 Convincing luxury operators to change20:30 Why experiences are still so hard to book online21:41 One basket, one transaction22:32 Where AI is showing real ROI today24:52 MCPs and booking hotel experiences through AI assistants25:30 Is trust the barrier to AI adoption?27:00 Grantley Hall: building an events programme from guest data28:08 Best-in-breed vs all-in-one29:28 Data consolidation and the future of hotel tech31:29 What's next for luxury hotels32:53 Where to find JourneyKey takeawaysSome properties pay 23–25% commission to OTAs. Driving direct saves margin and gives hotels ownership of their guest data.Around 66% of accommodation is booked online globally, compared with just over 30% of experiences. That gap is a revenue opportunity.The quickest AI win is often learning from the questions guests ask, like "can I charge my EV?", that your site never answered.Guests now search for an experience first, then a destination, then a flight, then a hotel.Find JourneyWebsite: journey.travelLouise Ryan and Joe Watkins are both on LinkedIn.The Stacked PodcastWhere hospitality meets technology. New episodes every week.wearestacked.io



