With an increasing focus on customer experiences, the hotel industry needs to stay at the forefront of guest service trends. Historic over-emphasis and investment in guest-facing technology alone, has not yielded the expected commensurate gains in loyalty and revenue. In many cases these technologies were implemented at the expense of back of house results. HT talks to Bernard Ellis, VP of Industry Strategy, Hospitality for Infor, to discuss how operators can make smart tech investments to deliver great guest experiences while maintaining costs and growing revenue. Sponsored.