Independent hotel technology advisory
Answer 19 questions about your property and receive a consultant-grade assessment of your technology stack — what is working, where the gaps are, and where technology can have the greatest impact. Free, in five minutes.
NO ACCOUNT · NO SALES CALL · 5 MINUTES
“Competent in places that matter. Absent in places that pay back.”
I · The Situation
Vendor directories often rank whoever pays for placement. Sales teams naturally recommend the products they represent. Independent advice exists, but a traditional technology assessment can cost thousands of dollars and take weeks to complete.
So many hotels make one of the most consequential technology decisions in the building based on incumbent relationships, internal preference, or whichever vendor called last.
“Nobody in this market is paid to tell you what they would actually choose for your hotel. That seemed like a gap.”
Vendor directories
Rankings influenced by placement budgets
Vendor salespeople
Recommend the products they represent
Hotel Tech Advisory
Paid by the hotelier, with no vendor payment for inclusion or recommendation
Vendors scored
Categories
Hotel segments
Regions
How it works
Answer 19 questions about your property, including segment, size, brand affiliation, geography, current technology, and operational priorities. Five minutes, no account required.
Receive a composite score out of 100 across four weighted dimensions — Coverage, Fit, Integration, and Modernity. Free, instant, and designed to reflect your property rather than flatter your existing stack.
Get vendor comparisons, cost projections, financial opportunities, and a 14-month implementation roadmap. The depth of a traditional advisory engagement, from $300.
What you have in place
How well it suits a property like yours
How effectively your systems work together
How current and forward-looking your technology is
II · The Score
The Stack Score assesses your technology the way an advisor would: what you have in place, how well it fits a property like yours, how effectively your systems work together, and how current your technology is.
“The composite is informative. The dimensions are actionable.”
III · The Report
Not a comparison spreadsheet. A written, consulting-grade assessment covering your current stack, the recommended technology, and a practical implementation plan, delivered through an interactive dashboard and branded PDF.
Act I — Where You Stand
Stack Score
43
/100
Vendors
12
in place
Categories
20
assessed
Monthly budget
$4,860
modelled
Annual upside
$84k+
projected
The revenue at stake
$84,000 – $126,000
projected annual opportunity based on your segment, property size, and the technology gaps identified in the assessment.
Act II — What to Keep, What to Change
| Category | Current | Action |
|---|---|---|
| Property Management | Opera Cloud | KEEP |
| Channel Manager | SiteMinder | KEEP |
| Booking Engine | SiteMinder (bundled) | UPGRADE |
| Revenue Management | Manual / spreadsheets | ADD |
| Guest Messaging | None | ADD |
| Payments | Legacy terminal | SWITCH |
6 OF 20 CATEGORIES SHOWN · FULL TABLE IN THE REPORT
Act III — The Plan
Fourteen months, sequenced around cash flow, operational readiness, and implementation priorities.
MONTHS 1–4
Revenue management first — because improving commercial performance can help fund the technology investments that follow.
MONTHS 4–9
Messaging and reputation, sequenced once the core revenue and distribution systems are in place.
MONTHS 9–14
BI and benchmarking, once there is clean and connected data worth analysing.
Where this report ends, the work begins — with a clear order for what to address first.
NO COMMISSIONS · NO PAID PLACEMENT · NO FAVOURITES
Recommendations reflect the vendors and solutions that actually operate in your market, including the UK, Ireland, US, and wider EU.
The model distinguishes between hard brand requirements and discretionary technology choices, so recommendations remain within your actual operating constraints.
Recommendations are matched to your property's scale, segment, and budget rather than defaulting to the most expensive solution.
Structured evaluation across 20 technology categories. The vendor database formalises the research and judgement behind the advisory process.
The Advisor
Hotel Tech Advisory was built by Michael Johnston after more than twenty years advising independent hotels and international brands on technology strategy and vendor selection. The scoring model formalises that advisory practice: the same questions, the same trade-offs, and the same standards applied consistently across properties.
“Every recommendation is whatI would tell a client sitting acrossthe table.”
Who it is for
Cut through vendor noise without hiring an IT director or commissioning a $5,000 technology assessment. The Stack Score evaluates your property against the technology categories that matter and identifies where to focus.
Apply consistent technology logic across 3–15 properties. Brand-mandate-aware throughout, with recommendations that distinguish between required systems and discretionary choices.
White-label ready. Put structured vendor analysis and technology recommendations behind your own letterhead, supported by a maintained vendor database and consistent assessment methodology.
Pricing
A traditional technology advisory engagement for this work can cost $5,000 or more. Hotel Tech Advisory makes the assessment available from $300 because the methodology and research are already built into the platform.
Stack Score
$0
per property
Full Report
$300–500
per property · one-time
ONE-TIME · YOURS FOREVER · MULTI-HOTEL DISCOUNTS
MonitoringCOMING SOON
$19–39
per property / month
Questions
Yes. No vendor pays to be included, ranked, or recommended. Hotel Tech Advisory is paid by the hotelier, which means the recommendations are made for the property rather than the vendor.
Your score — uncalculated
Your Stack Score is free. The full report is there when you want the plan. Either way, you can stop guessing today.
NO ACCOUNT · NO SALES CALL · 19 QUESTIONS
