This immersive manuscript was written for everyone who wants to better understand the complex realm of hospitality technology. It is for any industry professional who aims to become more successful in the hospitality business: owners, operators, students, lecturers, consultants, investors, tech founders, and other employees of technology companies in travel and hospitality, including product managers, sales, marketing, and customer service teams. The goal of this book and the supplemented diagrams is to help you make sense of the digital chaos, aiding industry professionals in gaining a clearer understanding of how our tech ecosystem functions. Here are the key concepts that are addressed in this book: - How to view our industry from a 360-degree perspective and understand key players and stakeholders. This includes an explanation of the industry’s composition, which affects technology adoption (fragmentation, stakeholders, main categories of decision-makers). - How to easily navigate the complex layout of the hotel technology ecosystem. - Integration dependencies and how they affect technology adoption. - All things AI, related to travel and hospitality. This book aims to not just shed light on the subject but align all stakeholders, and ultimately drive innovation in our industry. It will enable hoteliers to understand how to navigate the complex world of hospitality tech and make optimal tech investment decisions. But at the same time, it will assist tech vendors in better understanding our industry, including their relationships with other players in the market, so they can be more efficient in scaling their products. Additionally, this book will play an important role in getting investors on the same page. They’re the ones who ultimately vote with their wallets, directly affecting the evolution of technology in our industry. It’s essential for them to understand how to make investment decisions that will yield optimal results and significantly improve technology adoption rates thus finally dragging our industry by its ears into the 21st century. This publication will help many hospitality companies learn better ways to succeed in the new Hospitality 2.0 environment. Many problems that hospitality businesses face can be overcome with the right knowledge. If you have the knowledge – you have the power to succeed.