Immersive hotel experiences: Bridging technology and human connection | with Bashar Wali
April 2, 2025
In this episode of Hotel Moment, Karen Stephens engages in a thought-provoking conversation with Bashar Wali, founder and CEO of Practice Hospitality and This Assembly. Bashar, with over three decades of experience in hospitality, shares his passion for creating memorable hotel experiences that transcend the ordinary. He discusses how hotels can balance technology and human connection, why points aren't true loyalty, and how the industry should look outside itself for innovation. With candid insights and practical examples, Bashar challenges hoteliers to focus on making emotional connections with guests rather than chasing trends.
In this episode of Hotel Moment, Karen Stephens sits down with Bashar Wali, founder and CEO of Practice Hospitality and This Assembly. With over three decades of experience in the hospitality industry, Bashar brings a refreshing perspective on creating immersive and human-centered hotel experiences.
Tune in as they discuss:
- Why passion is the most underrated quality in hospitality and how looking at human behavior, rather than trends, creates lasting impact
- How hotels can balance technological innovation with the crucial element of human connection
- The difference between "memorable" and "forgettable" hotels, and why this distinction matters more than traditional ratings
- Why loyalty programs often miss the mark, with Bashar declaring "Points are not loyalty. Points are bribery!"
- How hotels can learn from retail's commitment to removing friction from the customer journey
- The concept of ultra-personalization as the future of luxury in hospitality
Bashar also shares his perspectives on hotel marketing in the digital age, the misuse of "Instagrammable moments," and why hoteliers need to think of themselves as retailers with perishable inventory. His candid insights challenge industry norms while offering practical advice for hoteliers seeking to create meaningful connections with their guests.
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Episode Highlights:
[10:05] The importance of human connection - Bashar emphasizes that without human connection, hotels become mere commodities. "If I don't connect with you, you're just a place. I walk in, I walk out, I get what I need, I move on." He argues that while technology can streamline processes, the hospitality industry must not lose the human touch that makes experiences memorable. Hotels need to balance efficiency with creating opportunities for meaningful interactions that make guests feel they belong, rather than just providing shelter.
[13:17] The misconception of loyalty programs - In one of the most candid moments of the episode, Bashar declares, "Points are not loyalty. Points are bribery!" He challenges the industry's reliance on points-based loyalty programs, suggesting that true loyalty comes from making guests feel seen and understood. Using examples from his own experiences, he illustrates how personalization and anticipating guest preferences create genuine loyalty that outlasts any points-based incentive system.
[08:50] Technology's role in removing friction - Bashar views technology's purpose in hospitality as removing friction from the guest experience. "Technology's job is to remove the friction," he states, pointing to how airlines have streamlined processes while still maintaining human interaction during flights. He criticizes the hotel industry for being "dinosaurs" when it comes to technology, particularly in booking processes, and advocates for using technology to eliminate administrative tasks so staff can focus on meaningful guest interactions.
Chapters:
00:00 - Intro
02:10 - The role of passion in hospitality and the pitfall of trend-chasing
05:24 - The difference between memorable and forgettable hotels
07:35 - Balancing technology and human connection in hospitality
10:05 - Why tribal connection matters in guest experience
12:23 - Ultra-personalization as the future of luxury
15:34 - The role of emotional intelligence in service
18:00 - Beyond points: Creating true guest loyalty
19:22 - Redefining CRM in hospitality
21:03 - Authentic content vs. manufactured "Instagrammable moments"
25:22 - Digital marketing strategy for the modern hotel
29:12 - Brand building as a long-term investment
30:20 - Advice for operators: Partnership over service provision
If you enjoyed this episode, don’t forget to subscribe, rate and review it on Spotify and Apple Podcasts. Instructions on how to do this are here.
Hotel Moment Podcast is handcrafted by our friends over at: fame.so
Previous guests include: Shannon Knapp, CEO of Leading Hotels of the World (LHW), Patrick Norton of Brittain Resorts & Hotels, Shawn Jereb of Montage International, Carlo Del Mistro, Chief Digital Officer of Ennismore, Jason Pirock of Springboard Hospitality, and many more.
Are you a hospitality industry leader with insights to share? We're always looking for innovative voices to join our conversation about the future of hospitality technology.
If you'd like to be a guest on an upcoming episode of Hotel Moment, we'd love to hear from you! Our podcast reaches thousands of hospitality professionals worldwide, and we're particularly interested in perspectives on:
- Innovation in hospitality technology
- Guest experience transformation
- Revenue optimization strategies
- Emerging industry trends
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