EHL Innovation Rewind: Lucas Nottaris on Agentic Systems, Human-Centered Personalization, and the Future of Consent
During the EHL Open Innovation Summit in Lausanne, we caught up with Lucas Nottaris, Partner at Visium, to discuss how agentic systems are reshaping the guest experience, why personalization must be guided by consent and human judgment, and how the hospitality industry can build trust by giving guests more control over their data.
Which technology or innovation do you think will reshape the most our industry over the next 5 to 10 years?
Lucas believes that agentic systems will have the most significant impact in the near future. These are systems that consume and absorb information and then take their own action based on that data. They can independently access other systems and complete entire workflows—not just point solutions anymore. For example, in some golf resorts in the US, customer support has been replaced with voice agents that book tee times based on user preferences and weather conditions. This is one of the first times we can truly transform an entire workflow end to end, and that's due to agentic systems.
Do you think it is possible in our industry—with tech silos and a very long booking journey—to actually hyper personalize or even personalize?
Lucas says personalization is possible, and it is needed. He thinks the hospitality industry may feel under-personalized because we have always valued human touch. As long as personalization enhances human connectivity and does not replace it, it can elevate guest experience. The key is consent and context. Personalization must make a guest feel heard and known, but not watched. It has to avoid artificial empathy. Systems can help by providing the right information—like coffee preferences—but a person still needs to guardrail that use and apply it appropriately, depending on the guest.
What is your take on the fine line between personalization and being too intrusive, almost creepy?
Lucas shares an example of a hotel that left a condolence letter in a guest's suite after hearing their dog had passed away. For some, that may be appreciated. For others, it may be too much. Whether personalization is intrusive depends on the individual. Lucas believes the experience must be guided by humans, because only humans understand consent and context. We cannot generalize personalization for everyone. Older generations might not like it, younger generations might want more of it. Systems can give the input, but a person has to make the decision: do we use this information, or not?
Do you think in a few years we could see a policy for personalization—where a guest sets their preferences at the beginning of the booking journey?
Lucas says he hopes so. He emphasizes transparency and openness. What he dislikes is when someone interacts with him using tools or information they do not disclose. If a store is using a system to personalize his experience, he wants to know. Maybe having a policy like accepting cookies online is the way forward, where guests can choose a fully personalized experience or one that is totally neutral. This would give people the power to decide how much personalization they want—and help the industry build trust.
About the EHL Open Innovation Summit 2025
This interview was recorded during the EHL Open Innovation Summit in Lausanne, where Hospitality Net joined as official media partner.
The event brought together a global mix of thinkers and doers to explore the future of hospitality, food, and travel through open innovation. What made it special was the mix of ideas, formats, and people. It was not only about tech or talks. It was also about people showing up, working together, and sharing energy in real time.
Key Figures
385 participants
48 speakers and contributors from more than 20 countries
7 innovation challenges collectively addressed
45 sessions
25 student volunteers
15 F&B startups letting us taste the future
1.5 days of connection, learning, and co-creation
Key Insights from the Summit
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hospitality Net
16 hours ago
- Hospitality Net
Marriott International Introduces MARRIOTT MEDIA, a New Media Network Shaped for the Traveler
Marriott International today announced the launch of MARRIOTT MEDIA, signaling change and a new chapter in how brands engage with consumers across the traveler journey. MARRIOTT MEDIA is a media network shaped for the traveler. Different from traditional media networks, MARRIOTT MEDIA puts the customer and the travel journey at the center – connecting relevant brands with customers at the right time, across digital and physical touchpoints, and with a contextually relevant message. By using first-party data and 200+ targetable attributes across the nearly 237-million member Marriott Bonvoy program and from Marriott's lodging portfolio comprised of nearly 9,500 properties globally, MARRIOTT MEDIA helps enable targeting by combining demographic information with guest behavior, travel intent, and traveler passions. Thoughtful design of messaging and creative, coupled with targeted audience selection and robust measurement capability across the marketing funnel, will offer marketers campaign performance with closed loop attribution. Guest data is used responsibly and in accordance with all applicable regulations. The platform is consent-based, with easy opt-out options for guests, providing transparency and trust. Today's travelers expect personalization and welcome thoughtful discovery. MARRIOTT MEDIA is designed to enrich, not interrupt, serving guests content, recommendations, and offers in ways that feel natural, relevant, and aligned with their travel experience. I'm excited to announce Chris Norton, Senior Vice President of Marketing, Data Activation & Personalization, will lead this bold initiative and serve as the General Manager for MARRIOTT MEDIA. Peggy Roe, Executive Vice President and Chief Customer Officer at Marriott International Norton added: Our goal is to offer select brand partners the opportunity to create deeper engagement with customers through the lens of travel and our brands. Through sophisticated measurement, including brand lift and awareness studies, attributable conversions, and advanced modeling, we empower our brand partners to align their campaigns with our travelers, ensuring meaningful engagement at every touchpoint . Working with select brands, MARRIOTT MEDIA will curate brand experiences across Marriott-owned digital platforms such as and the Marriott Bonvoy app, placement within the room and stay experience, third-party websites, and social platforms. MARRIOTT MEDIA collaborated with select brands for an initial pilot including PepsiCo., Visa, United Airlines, Uber, Starbucks, F1® THE MOVIE, Audible, American Express and Resy. The ability to engage with travelers on a connected journey through digital and physical touchpoints and its seamless integration model sets the network apart. MARRIOTT MEDIA bridges advertiser content and native Marriott content, making it possible for brand messaging to engage guests in high-trust, high-attention spaces, from curated pre-arrival recommendations to bespoke in-room experiences and post-stay reengagement. This media model allows marketers to move fluidly with customers at points in the journey when they are most interested in relevant content and new discovery, serving not only impressions but compelling offers and memorable touchpoints. One of MARRIOTT MEDIA's most compelling placements is alongside Marriott Bonvoy's original content shown on Marriott Bonvoy TV. Doubling down on the power of storytelling, this longer form placement gives brands a unique opportunity to connect, through narrative that engages travelers with in-room content throughout their stay. With a portfolio of more than 30 hotel brands that is loved by many of the most loyal and highest-spending travelers in the world, MARRIOTT MEDIA offers marketers access to travelers who stay longer, spend more, and are deeply engaged with the brands they trust. For media buyers and brand strategists, hospitality media is no longer an ancillary channel, it's poised to become a growth engine. With plans to scale the network into global markets, MARRIOTT MEDIA's emphasis on authenticity will remain a key differentiator. Experiences will be localized, cultural context will be prioritized, and brand safety will be implemented, by design, as branded content is curated for the Marriott traveler journey. NOTE ON FORWARD-LOOKING STATEMENTS This press release contains 'forward-looking statements' within the meaning of United States federal securities laws, including statements related to Marriott's expectations regarding the MARRIOTT MEDIA network launch and future growth prospects, opportunities, plans and expectations related to the network; the functionality and design of the MARRIOTT MEDIA network; consumer and traveler behavior, engagement, and spending; the benefits of the MARRIOTT MEDIA network for brand partners, advertisers and marketers; guest data and applicable regulations; and similar statements concerning anticipated future events and expectations that are not historical facts. We caution you that these statements are not guarantees of future performance and are subject to numerous evolving risks and uncertainties that we may not be able to accurately predict or assess, including the risk factors that we identify in our U.S. Securities and Exchange Commission filings, including our most recent Annual Report on Form 10-K or Quarterly Report on Form 10-Q. Any of these factors could cause actual results to differ materially from the expectations we express or imply in this press release. We make these forward-looking statements as of the date of this press release and undertake no obligation to publicly update or revise these statements, whether as a result of new information, future events or otherwise. About Marriott International Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 9,100 properties across more than 30 leading brands in 142 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program. For more information, please visit our website at In addition, connect with us on Facebook and @MarriottIntl on X and Instagram. About Marriott Bonvoy Marriott Bonvoy, Marriott International's award-winning travel programme and marketplace, gives members access to transformative, eye-opening experiences around the corner and across the globe. Marriott Bonvoy's portfolio of 31 extraordinary brands offers renowned hospitality in the most memorable destinations in the world. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, as well as through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. With the Marriott Bonvoy app, members enjoy a level of personalisation and contactless experience that allows them to travel with peace of mind. To enrol for free or for more information about Marriott Bonvoy, visit To download the Marriott app, go here. Travelers can also connect with Marriott Bonvoy on Facebook, X, Instagram and TikTok. Kelly Fordham Lavin Director, Public Relations at Marriott International Marriott
Hospitality Net
16 hours ago
- Hospitality Net
European Hotel Investment Market: Insights and Outlook After a Record Year
Hotel Investment Holds Steady in Q1 2025, with a Promising Hotel Investment Outlook in Europe European hotel transaction volumes reached €5.5 billion in Q1 2025, flat year on year with 2024 but still 24% above the 2020–2024 five-year average. With several deals in the making, we expect 2025 volumes to surpass last year and reach about €25Bn. This is assuming a continued gradual recovery of the lending landscape. With an increased maturity in the hotel sector and growing interest in the Hotels Sector from core institutional capital, market volumes are forecast to grow further in coming years. Hotels are typically more resilient than most other asset classes in a high inflation environment, due to their ability to quickly react and adjust to increase prices, whilst at the same time having opportunities to manage their costs. As such, the typical investment model offers investors value-add opportunities in a high interest rates environment. In addition, some assets, such as ultra luxury/iconic hotels, might suffer less from these impacts. European Hotel Deals Soar Above 5-Year Average in 2024 European hotel transaction volumes reached €22.3Bn in 2024, a +36% increase vs 2023, and also 19% above the 5 years' average (2019-23). This market volume was underpinned by the closing of several large portfolio deals (accounting for over one third of the total in 2024), as well as a number of major single asset transactions. The catalyst for this growth was a strong trading recovery and positive trading outlook, backed up by increased debt availability, at margins which were accretive to investment returns. Investors focused principally on urban markets with a solid leisure component (such as London, Paris, Dublin, Amsterdam, Rome & Barcelona), as well as leisure-driven destinations (Iberian Peninsula, France and Italy). Alongside these core markets, there was notable increases in investment volumes (within the top-10 markets) in Greece (+290% vs 2024), Norway (+248%) and Ireland (+209%). Despite a cautious approach due to the current geopolitical uncertainties, the market sentiment remains very positive. Hotels are a 'hot' asset class at the moment, given their value-add opportunities (beneficial in a high lending cost environment), strong recent performance, hedge against inflation and offering an excellent opportunity for investors to diversify their investment holdings. Several landmark transactions and large portfolios drove 2024 results Key portfolio transactions included the acquisition of 33 Marriott hotels by KKR, Amante Capital and Baupost from ADIA in Q4, Blackstone's purchase of Village Hotels (33 hotels) from KSL Capital Partners in Q2, the sale of 10 Radisson Edwardian hotels to Starwood Capital Group in Q1 and the acquisition of 21 hotels from Land Securities by Ares Management and EQ Group in Q2. The most significant single-asset transactions were Amundi's sale of the Pullman Paris Tour Eiffel to Morgan Stanley and QuinSpark Investment Partners, Signa's sale of the Bauer Hotel in Venice to Mohari Hospitality and Omnam Investment Group, Kennedy Wilson's sale of the Shelbourne Hotel in Dublin to Archer Hotel Capital, Blackstone's sale of the Hilton Paris Opera to City Development Limited and Hines and Henderson Park's sale of the Grand Hyatt Athens to Hotel Investment Partners. A growing trend in Europe involves converting commercial buildings into hotels, exemplified by the sale of London's iconic BT Tower to MCR Hotels for transformation into a luxury hotel. What's Driving the High Transaction Volumes in Europe? European hotels are liquid: in 2024, it represented about ¼ of the global room supply (27%) but more than 1/3 of the transaction volumes (37%). This is driven by: A good mix well-established urban markets and of established resort destinations with limited supply growth. Strong operating performance: 2024 RevPAR up 34% vs. pre-pandemic, surpassing Americas (+32%) and APAC (+6%), trailing MEA (+58%). High operational margins: our samples of branded full-service hotels in 15 major European markets show healthy Gross Operating Profit margins (ranging between 27%-47%). 13 out of the 15 markets recorded a growth of GOP PAR in 2024 versus 2023, with an average increase of 10%. This is positive news given the ongoing inflationary pressures and lack of labour. High levels of transparency of markets providing confidence for investors In the context of all asset classes (office, retail, industrial & logistics), the hospitality sector increased in attractiveness among investors, due to its positive growth metrics and strong value-add potential. In addition, investment was supported by favorable currency dynamics. In 2024, the USD strengthened notably against the Euro, enhancing the appeal of European assets for dollar-based investors. Sources: STR, HotStats Recent Changes in the Transactional Landscape A key change since the pandemic has been the shift towards investments in resort assets (as opposed to urban destinations), driven by positive consumer trends (more spending on experiences rather than goods, and the ability to combine work and leisure), as well as a recognition by many institutional investors of the resilience of leisure demand. We are witnessing a continued rising trend of conversions of existing commercial assets into hotels, especially in established mature markets, driven by constrained pipeline, hotels' growing appeal over other asset classes, and ability to deliver alignment with ESG goals. There has also been a trend from some significant investors (such as Brookfield AM and Archer Hotel Capital) to take direct operational control by integrating or establishing management and investment platforms into their structures, rather than accepting a traditional HMA or lease model, which may limit control and reduce returns. Top Investor Picks for 2025: Southern Europe Leads, Prague Sees the Sharpest Rise According to our latest Investor Survey (Investor Compass 2025), the most attractive cities for investors in 2025 are Madrid, Barcelona, Rome, Milan, London, Lisbon, Paris, Amsterdam, Munich, and Berlin. However, the largest increase in attractiveness relative to 2024 is in Prague (+14%), Munich (+8%), Milan (+4%) and Edinburgh (+4%). In 2024, the most attractive markets (by investment volume) in Europe where: EUR, Millions — Source: Cushman & Wakefield & HotStats (data are rounded) Markets to Watch for Future Hotel Investment The most significant opportunity perhaps lies in Germany which has seen a significant drop in hotel volumes in recent years. Notwithstanding the weak short term economic outlook for Germany, as the largest economy in Europe, we expect a recovery of German investment volumes, which has historically been number 2 by investment volumes (behind the UK) in Europe. Emerging markets also include the South Eastern European region (incorporating countries such as Croatia and Greece) which has historically had lower liquidity, but experienced strong investment activity in Q1 2025, +553% vs 2019-23 5YRS average, as did the Nordics (Q1 2025 volumes +232%), as well as the Baltics (currently low due to impact of the War in Ukraine), and the Central & Eastern Europe region (especially Prague, with several landmark properties recently sold – including the Four Seasons and Hilton Prague, both acquired by PPF in 2025). ESG's Rising Role in Hotel Investment Decisions According to our latest investor survey, 31% of investors faced ESG-related issues with a major monetary impact (>€500K) during hotel acquisitions or dispositions in the last two years. Overall, about 67% of investors have encountered ESG-related issues (incl. non-monetary), but this is a decline compared to the preceding year (74%). The declining number of issues might be due to increased preparedness of assets ahead of dispositions as sellers seek to avoid ESG related negative impacts. According to our survey, investors are willing to pay a green premium for sustainable hotels (4.8% on average), but this may shift toward brown discounts as sustainability becomes a baseline expectation. Unlocking Potential: Challenges and Opportunities in European Hospitality Investment As ever, some of the challenges will present opportunities for hotel-savvy investors. The key challenges will likely include effective cost control (rising labour and inflation-driven supplier pricing), navigating the geopolitical environment (impact of border tightening on staffing and taxes on procurement), meeting regulatory and ESG compliance, and staying ahead of technological advancements. On the other hand, opportunities will arise for those who embrace technology (cost cutting opportunities, clearer vision with data-driven analysis). Demand growth is expected for transient accommodation driven by global demographics and lifestyle trends. European travelers are expected to live longer and are now allocating more time and money to leisure activities/holidays (shift from spending on good to experiences). Simultaneously, international travelers are seeing their populations and income growing. The growing trend of 'working from home' and combining work and leisure will benefit extended stay and hybrid formats of hospitality. As a result, we expect more capital to be deployed in the European hotel sector in 2025 than in 2024. 56% of respondents to our investor survey intend to deploy more or at least the same capital than in 2024, with an increasing pool of buyers (more institutional, willing to shift from traditional asset classes towards alternative/living sectors). When approaching European markets, investors should assess demand diversity (balanced mix of domestic/international, leisure/business travelers), understand the supply/pipeline dynamics (European markets are very polarized: i.e., Brussels and Dublin have a greater pipeline (>=4% 2023-2025 CAGR) than markets such as Paris and Barcelona, which are expecting very limited pipeline additions (<=2%)), and recent tourism taxes/VAT changes (e.g., increasing tourism tax in Amsterdam). Furthermore, investors should integrate sustainability into their hotel strategy and ensure effective cost management. This article is based on an interview conducted by ChosunBiz:
Hospitality Net
a day ago
- Hospitality Net
EHL Innovation Rewind: Christine R. Gould on Breaking Silos, Remixing Traditions, and the Next Gen Innovation Stack
At the EHL Open Innovation Summit, we had the chance to sit down with Christine R. Gould, Founder and CEO of GIGA, for a conversation about the future of innovation in hospitality. Christine shared her perspective on why the next big shift won't come from a single technology, but from a new mindset—one that values remixing over reinvention, embraces collaboration across sectors, and brings young changemakers directly into the innovation process. Do you see one specific innovation or technology changing the hospitality industry over the next 5 to 10 years? We have always had hyped technologies, whether it be the metaverse, AI or generative AI. But what we are seeing now is a realization that it is not about a single technology. It is going to be the integration of these technologies into a new tech stack that fundamentally shifts what opportunities are available. For me, it is not about the technology. It is about the innovation approach. That means breaking down silos and fostering collaboration, especially across industries. There is a huge opportunity for hospitality to work more closely with food and agriculture. Technology is the enabler, but it is this approach of open innovation that is really exciting. How do we reconcile the tension between innovation and tradition, especially when younger generations take over legacy businesses? I do not believe it is innovation versus tradition. At my previous organization, Thought For Food, we identified an innovation approach called multispectral thinking. It comes from agriculture and medicine, where you use a multispectral camera to see more than what the eye can see. I thought, what if we could equip our brains to think this way? It would allow us to move beyond binary thinking and see a rich palette of possibilities. That is how you blend tradition and technology to unlock new opportunities. I also see this in music. I am learning to DJ and I love how electronic music embraces experimentation and remixing. We need more of that in hospitality and food. I want to see remixes. Let's remix our industries. Why is it that we welcome innovation in music, but remain so protective of tradition in food and hospitality? It is so true. In music, innovation is welcomed. In food and hospitality, especially in cultures with strong traditions like Italy, it can be more sensitive. But I believe there is a rising generation of digitally savvy, curious and entrepreneurial people who are looking for new, differentiated experiences. That is where the remix comes in. We need to futureproof our businesses by welcoming this experimentation. We can still honour tradition, but we can also evolve it. If you had one suggestion for someone entering the market today, in hospitality or food, what would it be? Know your customer. There will always be customers who want what they know and value tradition. But the next generation wants something different. They want to be part of something new. My advice is to engage with innovators from that next generation. Do not just invest in them or look at them top down. Actually bring them into your innovation strategy. Let them help you pilot, prototype, and scale new ideas. That is where the real opportunity lies. About the EHL Open Innovation Summit 2025 This interview was recorded during the EHL Open Innovation Summit in Lausanne, where Hospitality Net joined as official media partner. The event brought together a global mix of thinkers and doers to explore the future of hospitality, food, and travel through open innovation. What made it special was the mix of ideas, formats, and people. It was not only about tech or talks. It was also about people showing up, working together, and sharing energy in real time. Key Figures 385 participants 48 speakers and contributors from more than 20 countries 7 innovation challenges collectively addressed 45 sessions 25 student volunteers 15 F&B startups letting us taste the future 1.5 days of connection, learning, and co-creation Key Insights from the Summit
