Twenty years of the same conversation.

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 across the UK, Ireland, the US, and wider Europe.

The conversation was always the same. A GM, overwhelmed by vendor outreach, asks the one person in the room who is not selling anything: what would you actually do if this were your hotel? The honest answer could take weeks to research and thousands of dollars to produce, so most properties never received it. They made the decision based on incumbent relationships, internal preference, or whichever vendor called last.

Hotel Tech Advisory turns that advisory process into a practical product. The scoring model formalises the same questions, trade-offs, and standards used in real advisory work, encoded once and delivered in minutes at a price an independent operator can actually access.

No vendor pays to be included, ranked, or recommended. The product is paid for by hoteliers, which is the point.