At HITEC2025 in Indianapolis we caught up to Ira VoukEditor-in chief of the 2025 edition Hotel Yearbook – Technology Edition. Ira is a respected voice in the hospitality technology industry. She curated an impressive collection of essays by over 35 leaders who each offered their perspective on where hotel tech is headed. In this interview she discusses the themes, surprises and controversies that surrounded the publication. She also shares her own bold views on how AI might disrupt the long-standing standard of hotel technology.
What is this year’s theme and what makes it so special?
The Hotel Yearbook was launched at HITEC2025. This edition focuses on technology. Ira explains that the purpose of the Hotel Yearbook was to bring together the insights of both veteran and emerging voices to better understand hotel tech. Even on the same subject, the diversity of opinions reveals how fragmented the industry is. It’s less about predicting future events and more about understanding what is happening now to predict what will happen next.
Your article declares, “Standards are dead. AI is the next step in hotel technology integration. Explain.
Ira says that the traditional standards for technology integration have hindered innovation. These standards, developed over many decades, were never designed to accommodate the creativity and data sources that startups are introducing today. She argues that AI provides a dynamic and flexible way to create seamless integrations, without forcing all systems into outdated frameworks. It could enable new vendors to scale up without having to wait for years to integrate legacy PMS system.
Why has PMS Integration been a major roadblock to innovation?
The PMS is still the heart of the hotel tech stack. The PMS is a vital source of operational and financial data. It’s important that other tools integrate with it. Integration is difficult, costly, and often impossible with the over 1,200 PMS systems available, many of which are legacy systems that lack APIs. This dependence stifles new players and stops innovation. Ira is convinced that AI will finally be able to break through this barrier.
Do you feel that the current system intentionally shuts out certain people?
Ira admits that it is a sensitive issue, but suggests some legacy vendors had little incentive to be open. As hoteliers begin to demand greater flexibility, improved integrations and personalized tools, they’re moving away from closed systems. Cloud-based platforms that offer rich marketplaces and a PMS are gaining popularity, not because the software is better, but because it’s more open.
Is the “agent-first tech stack” becoming more prevalent?
This could be the case. Ira claims that the PMS was not designed to be the center of the tech stack, but it became so by accident. Other tools are dependent on the PMS because it holds important data such as reservations and billing. With the advent of AI agents that can work across systems, it is possible to enter a phase in which intelligent agents orchestrate stacks, and not static systems. This would shift power away from monolithic solutions.
Did you find any articles or ideas that stood out in the Yearbook?
Ira’s piece was not the only one that moved her. She was also deeply touched by other contributions that spoke to the balance of high-tech hospitality and high-touch. Many authors addressed the tension between automation, and human connection. They offered nuanced opinions on how technology could support, but not replace, meaningful guest interaction. She also pointed out the diverse opinions on “best of breed” and “end-to end” solutions. It shows that there’s no “one-size-fits all” approach to hospitality tech.
What impact do you think AI will have on the hospitality industry?
Ira admits that many professionals are afraid, but still remains optimistic. She tells students that “AI won’t replace you.” “People using AI will.” People using AI will.” AI could shift the human workforce to more creative, emotionally intelligent work. According to her, AI is already creating new streams of innovation, and this trend will only continue to grow.
Ira Vouk Consulting – About Ira Vouk
Hospitality 2.0 provides consulting, coaching, and strategic business advice in the hospitality sector with a focus on technology distribution revenue/profit management software product management.
I am dedicated to help my clients be more efficient and profitable, increase revenue and maximize profit as well as building product roadmaps. To book a consultation, visit https://iravouk.com/
