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Philip SchaetzCube

As seen in: CoStar
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Articles by Philip SchaetzCube

Stop asking what AI earns; ask who it earns for

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By Philip SchaetzCube, Philip Schaetz
| CoStar Verified
Every hotel owner meeting now contains the same question. What is AI earning us? It sounds reasonable. It is the wrong question. Show the same AI tool to an operator, an asset owner and a guest, and you will hear three different answers. Each is correct on its own scorecard. None of them agrees on what "return" actually means. That gap kept surfacing as I prepared to moderate a panel on AI and human intelligence at IHIF Asia. Hospitality is not short of AI. It is short of agreement.
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Is your hotel relevant enough to be chosen?

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By Philip SchaetzCube, Philip Schaetz
| CoStar Verified
A single question is quietly disrupting one of hospitality's most comfortable assumptions. It's not whether your hotel is beautifully designed. Not whether your team delivers warm, genuine service. Not even whether your brand story is compelling. The question is simpler, and more demanding than that: Are you relevant to the specific person making the decision, in the specific moment they are making it? This is important because relevance — not authenticity, not uniqueness — is what drives choice.
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If you only know the guests you already have, you are already falling behind

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By Philip Schaetz, Philip SchaetzCube
| CoStar Verified
Hoteliers at luxury properties often say they know their guests better than anyone, and in many ways this is true. Guest history tools are used well, customer relationship management profiles are updated carefully and on-property teams pay close attention to repeat behavior and personal preferences. The systems capture the facts. The people capture the feelings. It is the feelings, the emotional observations, the small details that make luxury hospitality meaningful.
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