when technology stops helping: the hidden cost of too many systems
Welcome to the third in our series on the major challenges shaping hospitality today: everything you need to know about tech stack optimisation.
Technology was meant to make hospitality simpler. Instead, for many operators, it has made life more complicated. In the rush to modernise before and after Covid, the sector embraced digital transformation like never before. From scheduling and inventory management to loyalty, reservations, and guest feedback, new systems promised to fix every small frustration. And each tool had a valid purpose. But collectively, they have created a new problem: tech overload.
the overload problem
In many venues, staff now spend more time managing systems than serving guests. Managers juggle up to half a dozen platforms just to plan a shift. Training takes longer. Data lives in silos. The symptoms are easy to spot:
Customer information scattered across multiple tools
Duplicate entries and inconsistent reporting
Constant alerts and manual data exports
Subscription costs creeping upward
Teams fatigued by the sheer volume of logins and interfaces
The result is a loss of time, clarity, and connection; the very things hospitality depends on.
how the problem grows
It starts with good intentions. A business adds one tool to manage rotas, another for bookings, a third for guest reviews. Over time, the stack expands. None of the systems talk to each other. Costs compound, integration becomes complex, and staff find themselves working for the technology rather than being supported by it.
And guess what? The guests feel it too. Interactions slow down, communication becomes less personal, and the journey from booking to checkout feels fragmented. In other words: what was meant to create efficiency ends up eroding experience.
from more tech to better tech
The lesson for the industry is clear: the next phase of digital transformation is not about more systems, but smarter ones. Optimisation starts by identifying where technology genuinely adds value. Every business is different, so the right answer will look different too. But a few principles hold true:
Consolidate overlapping tools wherever possible
Focus investment on systems that deliver measurable value
Eliminate or reduce platforms with minimal usage
Prioritise integration to create a single view of the customer and operation
When fewer systems do more, data becomes cleaner, staff training simpler, and service more consistent.
simplifying to strengthen
Optimisation isn’t a one-off project: it’s a mindset. Regularly reviewing systems keeps costs under control and ensures the digital layer supports the human one. When the tech stack is aligned, teams get time back. Managers can lead again. Guests experience smoother, more personal service.
If your systems are starting to run you instead of the other way around? It might be time to pause, simplify, and optimise.