The role of hospitality operators is undergoing a significant shift as technology and data management become central to daily operations.
At the ITB Berlin trade show earlier this year, one hotelier summed up the trend, saying, “It’s no longer enough to be a good host—today you need to be a manager of data and systems.”
The growing reliance on technology has given rise to what some industry observers call the “Hospitality Engineer.”
Similar to how marketing professionals now embrace “Go-To-Market Engineering,” hospitality operators are expected to manage complex systems, workflows, and guest data in addition to traditional duties.
In the past, operators focused on property management, staff scheduling, guest relations, and reporting.
Today, however, the job requires expertise in areas that extend well beyond traditional hospitality skills.
According to an article by RMS, revenue management has become a core function, requiring operators to optimize pricing, understand demand cycles, and integrate revenue management tools into property management systems.
Customer relationship management (CRM) has also become central, as operators must determine where guest data lives, how it is maintained, and how it can be activated to deliver personalized experiences before, during, and after a stay.
Marketing and direct booking strategies are also increasingly falling under the operator’s responsibilities.
Driving direct reservations requires understanding digital channels, maintaining an effective online presence, and balancing relationships with online travel agencies (OTAs). This shift has turned many operators into de facto digital marketers.
Artificial intelligence and automation are adding another layer of complexity. While AI can streamline operations and enhance personalization, it depends on well-structured data.
Without integration across property management systems (PMS), CRMs, and revenue management systems (RMS), AI tools may not deliver the promised efficiencies.
For hotel and park operators, these changes present both challenges and opportunities. Staffing shortages mean leaner teams must manage more responsibilities, while guest expectations are rising alongside revenue pressures.
The ability to integrate systems and reduce data fragmentation is increasingly seen as a critical skill for operators who want to remain competitive.
For professionals in outdoor hospitality, glamping, and RV park operations, the parallels are clear.
As more businesses adopt advanced booking engines, guest communication tools, and automated marketing platforms, operators will need to act as system integrators to maximize returns.
By mastering these capabilities, businesses can maintain efficient operations, meet evolving guest expectations, and ensure that the personal touch of hospitality remains intact.
Industry experts suggest that the shift toward the “Hospitality Engineer” is not a temporary trend but a long-term evolution.
Operators who embrace this approach may be better positioned to anticipate guest needs, personalize services, and optimize workflows, even as the landscape of hospitality continues to change.