In this enlightening episode of Hotel Moment, Karen Stephens is joined by Stuart Greif, Chief Strategy, Innovation, and Operating Officer at Forbes Travel Guide. With extensive experience shaping luxury travel experiences, Stuart shares his unique perspective on navigating innovation in hospitality.

Stuart discusses his journey through the industry, from living in hotels as a client to leadership roles at JD Power's global hospitality practice, Microsoft, and now Forbes Travel Guide. He emphasizes how empathy and diverse life experiences have shaped his approach to hospitality as an industry focused on "experiences of joy and creating memories."

Throughout the conversation, Stuart explores the delicate balance between technology, the guest experience, and profitability. He argues that the guest must be the "true north" while warning against cost-cutting that erodes what makes hotels unique. Stuart provides a pragmatic view on AI implementation, focusing on how it can free staff from repetitive tasks to deliver exceptional hospitality. He also emphasizes the importance of centralized data systems and the fundamental distinction between service (functional delivery) and hospitality (genuine human connection).

What You'll Learn:

If you enjoyed this episode, don’t forget to subscribe, rate, and review it on Apple Podcasts and Spotify. Instructions on how to do this are here.

[09:39] Balancing cost-cutting with guest experience - Stuart discusses the critical tension between profitability and guest experience. He cautions against "death by a thousand cuts" that can degrade what makes a property unique and differentiated. While cost-cutting might look good on the books for 12 months, it can become a self-fulfilling prophecy that "circles the drain" and ultimately undermines ROI and asset value. Instead, he emphasizes that providing great experiences leads to guests coming more often, paying more, and becoming advocates — all of which positively impact profitability. Finding the right balance is key to long-term success.

[15:45] Centralized data as foundation for AI implementation - Karen emphasizes that whether you're an independent hotel or a major brand, having all your data in one central location is crucial for effective AI implementation. She points out that the biggest challenge for hoteliers is siloed data, as AI can only access what it's told to access. By integrating PMS data with ancillary information like spa bookings and restaurant orders in a central location, AI becomes truly impactful. Stuart agrees, encouraging hoteliers to focus on their own data first rather than trying to compete with larger players, as this is where they'll see the most immediate benefits.

[30:15] The distinction between service and hospitality - Stuart makes an important distinction between service and hospitality. Service, he explains, is about delivery — the functional aspects of the guest experience that, if broken, weaken the experience. Hospitality, on the other hand, is about how you treat people and create genuine human connection. He notes that while service skills can be taught, hospitality requires an innate warmth and enthusiasm that can't easily be trained. As Horst Schulze of Ritz-Carlton fame once said, "I can teach somebody to carry a bag across a lobby. I can't teach them to want to or to do it with enthusiasm." Stuart emphasizes that technology should free staff from struggling with systems so they can focus on delivering sincere hospitality.

00:00 - Intro
00:55 - Stuart's background and role at Forbes Travel Guide 
03:16 - Stuart's journey in hospitality and formative experiences 
07:32 - Balancing technology, guest experience, and profitability 
09:39 - The danger of cost-cutting at the expense of experience 
13:03 - AI's role in productivity and operational efficiency 
15:45 - The importance of centralized data for AI implementation 
19:10 - Strategic approaches to implementing AI in hospitality 
22:04 - Image generation and marketing applications for AI 
25:15 - Differentiation as key to success in a tech-enhanced industry 
27:35 - Technology as an enabler of human connection 
30:15 - The distinction between service and hospitality 
33:30 - Final advice: Be a "learn-it-all, not a know-it-all"