Whitney Spratt is the General Manager of Hotels Division. Tripleseat, sat with us at HITEC2025 to discuss how technology can unlock the growth of hospitality, improve guest experience, and preserve its soul.
The year was a year of growth driven by loyalty and efficiency
Tripleseat expects a revenue increase of 110% for its hotel division. Spratt attributes this success to the growth in new clients and the deepening of relationships with current users. Customers are our best ambassadors
“, she said. We have a culture that encourages us to listen, collect feedback and continually invest it into our product.
She noted that the word efficiency is often used by clients to describe her services. Tripleseat helps sales and catering departments work smarter not harder so that they can spend time with their customers.
Technology as a facilitator of human connections
Spratt is adamantly opposed to the idea of automation replacing the human aspect of hospitality. This is people business
“, she said. When you remove the human factor, hospitality is no longer considered to be hospitality
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Tripleseat has features like automated email threads. Live-updating of documents and branded portals for guests. These are all designed to allow teams to be present with their guests. The best tech is like magic. It works like a ninja.
She laughed.
Automate with intent
Spratt, when asked if there was a line that the industry shouldn’t cross with automation recalled her mother’s advice. More is less. You must be intentional
“, she said. Who are the most knowledgeable Tripleseat users?“How does this automation enhance my customer’s experience?”
Not all processes can be accelerated. Personalization is key. She said that using tools such as merge fields in automatic responses helps to maintain the feeling of individual care. Even in automation, you want to make people feel that you put effort into it.
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Netflix’s expectations and the hospitality challenge
With 70–80% of what we watch now algorithmically suggested, consumer expectations have shifted. In every industry, people want relevance, curation and speed. They don’t like being overwhelmed by options. They want only the right options.
Spratt said.
However, the hospitality must be personal and warm. Still, you follow up by having a real discussion. You listen. You ask them what they want. It’s the only way to make a difference.
Automation will not replace humans but it can empower them
Spratt acknowledged growing fears about automation replacing work. When people do hospitality right, they are able to create a memorable experience. Know more Can’t be substituted for the how-to.
“, she said. The human element cannot be substituted.
She believes that technology is a tool for teams to better understand their guests and not a replacement. Data-driven service powered by people is the goal.
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Tripleseat
Tripleseat for Hotels has become the most widely used cloud-based group management and sales platform in the world. Tripleseat for Hotels allows sales teams to send and create group booking proposals within minutes. This saves them time and increases productivity, while decreasing work load. Tripleseat for hotel’s features combined with its CRM and other software partners makes it the best software for hotels today. Visit to learn more about Tripleseat for Hotels, or to schedule a demonstration. https://tripleseat.com/products/hotels/.
