Innovation

💻 A 30-year software sales veteran has witnessed the evolution from on-premises software to cloud-based SaaS and now AI-based systems. The market is moving towards AI-driven autonomous GTM systems with consumption-based pricing models, termed "PPX" (Pay Per Action/Use/Outcome). SaaS is not dead but evolving with AI into Sustainable SaaS, as companies adopt different GTM approaches: Product-Led, AI-Led, or Human-Led Growth. AI-enabled GTM democratizes the market, but innovation is key as buyers favor trusted brands.

📦 IRIS, a global hospitality tech provider, renews a 10-year exclusive digital F&B ordering agreement with Marriott International, the world's largest travel company with 8,700 properties. Marriott witnessed a double-digit increase in guest mobile orders and revenue since the initial partnership with IRIS 10 years ago. Kansas City Marriott Downtown, with 970 rooms, saw a decrease in customer wait times by over 30 minutes and an 87% yearly increase in order volume, plus a 94% rise in F&B revenue. Digital orders average 20-30% higher checks than traditional ones. IRIS has integrated with various third-party systems, including Oracle Simphony Cloud and Toast POS, and continues to develop features like allergen filtering and digital staff ordering to enhance operational efficiency and guest experience.

💰 IRIS renews a 10-year exclusive digital F&B ordering agreement with Marriott International, the world's largest travel company with 8,700 properties. Since partnering a decade ago, Marriott's guest mobile orders and revenue have seen a double-digit increase. Kansas City Marriott Downtown reported a 30-minute reduction in customer wait times and an 87% year-on-year increase in order volumes, plus a 94% rise in F&B revenue. Digital orders command 20-30% higher checks than traditional orders. Marriott also incorporates brand-approved content and IRIS integrates with third-party systems like Oracle Simphony Cloud. IRIS's new features include allergen filters, split bill options, and call wait staff functions. IRIS also introduces digital staff ordering to streamline services and reduce wait times.

📈 Subway unveils Fresh Forward 2.0 prototype, aimed to enhance dining experience and convenience, set for systemwide rollout in 2025. The design promises significant increases in dine-in likelihood and repeat visits. CAVA's Project Soul focuses on physical and digital guest connections through a welcoming environment. Starbucks' CEO Brian Niccol plans to reinvigorate the brand's community coffeehouse feel by reintroducing personal touches and reviewing cafe designs. These initiatives respond to American adults experiencing loneliness, with a 70% social interaction decrease among 15 to 24-year-olds over two decades.

🍕 Wonder set to acquire Grubhub in Q1 2025, potentially shaking up the delivery industry and challenging Uber Eats and DoorDash's market dominance. The Access Group to purchase Paytronix, aiming to expand business management software offerings. Brown Bacon AI launches "SomAI" chatbot this month, targeting server training and customer service in restaurants. Punchh introduces a digital wallet feature, integrating payments with loyalty programs. Picnic secures $5 million led by Cercano Management for scaling pizza robotics operations.

💰 Marriott International, the world's largest travel company with 8,700 properties, renews its 10-year exclusive digital F&B ordering agreement with IRIS. Kansas City Marriott Downtown, with over 970 rooms, experienced a 30-minute reduction in customer wait times and significant revenue increases: 87% in order volumes and 94% in F&B revenue. IRIS integrates with third-party systems like Oracle Simphony Cloud and Stripe. Digital orders through IRIS's app are 20-30% higher than traditional orders, signaling a shift towards a mobile-first trend. IRIS's new features aim to improve operational efficiency and revenue potential amid recruitment and inflation challenges.

🏠 Scott Steinberg, during the Hotel Technology Forum, explained exponential technology growth, innovation, and adopting a futurist mindset. He used Wembley Stadium to demonstrate exponential growth, mentioning it could fill with water in 49 seconds with rates doubling every second. He encouraged hospitality leaders to embrace trends and technology proactively. Innovation involves repurposing existing resources, and thinking like a futurist requires challenging assumptions and considering strategic alternatives.

📈 The most clicked link in the previous newsletter was a post on "21 Ridiculously Specific Travel Tech Predictions for 2025", calling for measurable and due predictions by Dec 31, 2025. Propellic sponsored the newsletter, offering a white paper on U.S. Consumer Trends for optimizing 2025 marketing strategies. Insight Partners discussed the rise of "intelligence-first" companies, suggesting that AI could lead to a fundamental reimagination of software. Bain & Company recommended enhancing established customer habits and moving beyond chatbots for successful AI adoption in customer experience. The Global Travel Tech Thinktank in Singapore saw 50 executives from companies like Booking and Agoda discussing AI's future in travel, focusing on non-intrusive intent interpretation and loyalty prediction. Hereticon, a "conference for thoughtcrime" by Founders Fund, only features speakers with ideas controversial enough to get cancelled elsewhere. Christian Watts addressed 10 common OTA complaints with direct responses, highlighting the relationship dynamics between OTAs and suppliers. The Travel Tech Essentialist Job Board listed 286 Sales/Business Development openings, over 25% of all roles, emphasizing the importance of sales in tech companies. Air France-KLM partnered with Kolet to offer travelers eSIM-enabled internet access in over 190 countries, with perks like 1GB of free data and Flying Blue Miles. A BCG report revealed that 83% of airline employees support modernizing sales approaches, suggesting a full retail model

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