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Why Hospitality Tech Projects Fail After Rollout (And How Hotel Operators Should Lead Implementation)

Most hospitality technology projects do not fail because the software is wrong. They fail because the wrong people are in the room when it is configured, and the right people are too busy to learn it once it goes live. Based on his thirty years of exposure to hundreds of hotel technology projects, former Hospitality Upgrade columnist Doug Rice put it plainly: “Most attempts to deploy new technologies at hotels fail.” Not most pilots. Not most early-stage trials. Most deployments. The technology works. The implementation does not. The Lodging Technology Study found that 69% of hospitality professionals identify integrating new technology as their biggest operational challenge. Academic research confirms that only 5.7% of hotels fully implement intelligent agent technology even after adoption decisions are made. The gap between purchase and full use is where hotel investment goes to die, quietly, expensively, and usually without anyone filing a report about it. [...]

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