Recently, Charlestowne Hotels announced that the company invested in some major technology initiatives. The company said it specifically invested in technology solutions that support streamlined operations and enhance the guest experience. Not only do these tech investments provide the infrastructure necessary to manage all 50+ hotels from one central hub but also strengthen the framework for a number of the company’s core disciplines, including marketing services, revenue management, strategic operations and F&B management. To find out more about these technology investments and why the brand was willing to spend money on technology during a pandemic when hotel stays were at historic lows, we spoke with Max Spangler, Corporate Technology & Systems Manager.
Why does Charlestowne Hotels feel that it is important to invest in technology?
Simply, it creates an environment that allows us to grow in ways we can define and control. Investing in technology keeps us relevant as the business conditions continue to evolve constantly, which, as it’s a priority for Charlestowne Hotels, creates space between our competitors and allows us to move more quickly than other hotel management companies in our space, to capitalize on consumer-technology trends, to capture opportunities in the development space and to ingest and analyze disparate data sources efficiently.
We feel our investments in technology are the result of investing in our people, who ultimately create the scope, manage the tools/platforms, and define benchmarks and success. So, these investments in people allow us to proactively find new technologies and take advantage of them quickly and move the business forward.
Why was Charlestowne willing to invest in technology during a pandemic?
We understood that the commitment to innovation, globally, would decrease as companies worked through the pandemic and focused on short-term issues. In many areas, we also had to prioritize short term issues, as our team only has a certain amount of bandwidth available. Focusing on communication, sanitation and cleanliness policies, staffing, cash flow, and owner relations was critical during the pandemic.
Conversely, having been in business for 40 years, we also knew that no single part of our business could remain in stasis, and we also knew that to succeed both in the pandemic and to quickly adapt to whatever businesses conditions were to emerge post-pandemic, technology, broadly speaking, would be a core pillar for our success.
Investing in technology is a key tenant to our company and we knew we had to make it even more of a priority to ensure that the company coming out of the pandemic was prepared to thrive in a very different world.