Hospitality Technology Consulting assists its clients in optimizing their performance in central reservations and the complex, fast-evolving electronic distribution channels.

Our mission is to provide the strategic tools and expert support you need to plan for, and respond successfully to, the opportunities and challenges facing the hospitality industry. Working together we can position your organization to meet, and exceed, its performance goals.


Reservations & Electronic Distribution

We aid you in optimizing current reservations and electronic distribution processes and in identifying current and emerging needs. We guide you in securing the partner(s) best suited to fully meeting those needs.

Selecting & Integrating Technology

PMS, RMS, CRM and more – we support you in evaluating, selecting and integrating these systems for the best possible performance and value.

Planning For The Future

What will guests expect from their hotel or hotel brand in 2, 3 or 5 years? What technologies will be required to serve them successfully? We assist you in planning, preparing and prevailing.


Hotels around the globe receive a growing, and now vital, portion of reservations from electronic distribution channels – including their web site, online travel agencies and the global distribution systems.

Hotel executives are endeavoring to understand each channel’s production potential and overhead costs. They are striving to use an array of tools – their CRS, competitive rate shoppers, channel management systems, numerous in-house and external reports, revenue management systems and others – to strike the most profitable balance among these electronic channels and between them and traditional reservation production channels.

Maximizing revenue, protecting price integrity and maintaining client relationships are all made immensely more challenging by the fast-evolving online world. Traveler reviews, social media commentary, reputation management, presentation and bookability on smart phones and tablets are all essential to understand and address in a considered, effective manner.

Hospitality Technology Consulting works with hotels to understand trends, identify opportunities, create strategies, evaluate service partners and technology options, and make informed decisions — decisions geared to optimizing reservation production for hotels and hotel brands.

Our Most Recent Article

Sustainability Is No Longer Optional by John Burns

Sustainability has been a buzzword in the hotel industry for a dozen years, maybe longer. Truthfully though, it has been more marketing jargon than an active commitment to minimizing our impact on the environment. But that’s changing.

Societies around the globe are increasingly sensitive to sustainability, and to the companies that appear genuinely interested in supporting it. This awareness of the issue, as well as actions to implement impactful programs, is increasingly evident in the travel industry.


John D. Burns, CHA

President, Hospitality Technology Consulting

Identified by Lodging Magazine as one of the ten hospitality experts changing the travel industry, John Burns established Hospitality Technology Consulting to assist hotels and other travel companies deal successfully with the increasingly complex world of electronic travel distribution.

Read more about John


Hospitality Technology Consulting performs a wide variety of reservations- and electronic distribution-related services. The following projects are representative of our work.

Electronic Distribution and Marketing

  • Evaluate reservations and electronic distribution processes to determine how proficiently the Global Distribution Systems and the array of Internet distribution opportunities are currently used.
  • Identify, explain and propose suitable strategies for emerging and evolving distribution options.
  • Recommend specific tactics for more effective distribution and marketing program presentation in GDSs and travel-related web sites.
  • Review and revise GDS property descriptions (HODs) and chain program/policy descriptions (DRSs) to ensure that their readers — Travel Agents and Internet users — view information that is accurate, complete and compelling.
  • Prepare training manuals and training presentations

Central, On-Property and Representation Company Reservation Offices

  • Examine operational procedures, staffing, training, supervision and incentive programs in central reservation centers and property reservation offices; recommend improvements.
  • Lead the evaluation of Reservation Representation Companies (generally through creation, distribution and analysis of a customized RFP); assist in vendor selection/negotiation.

Technology Evaluation and Management

  • Analyze existing systems (reservations, data management, content management, etc.) to gauge effectiveness and compare with alternatives to determine both strengths and deficiencies.
  • Identify prioritized functionality needs – present and future.
  • Devise adjustments to current systems or recommend consideration of alternative technology solutions to achieve productivity goals.
  • Research, catalog, evaluate and recommend technology options; assist in selection/negotiation.
  • Manage the implementation process.

Strategic Planning

  • Analyze travel industry technology issues and opportunities and propose viable business responses.
  • Work with executives to determine and optimize the performance of reservation and electronic distribution technology in achieving corporate objectives.
  • Develop electronic marketing strategies supported by detailed marketing plans.
  • Manage strategic initiative presentation and implementation

Process Analysis and Re-engineering

  • Analyze processes and procedures to determine current performance efficiency; identify production, revenue and profit enhancement opportunities.
  • Evaluate action alternatives and recommend prioritized options based on performance and budget parameters
  • Devise a re-engineering program to successfully act on the selected alternative.
  • Manage the implementation process.

Information Management

  • Audit current procedures to determine where data collection, consolidation, analysis and distribution activities are not fully effective.
  • Identify applicable methods for efficient data updating, warehousing and analysis.
  • Propose approaches for increasing database management/marketing productivity and profitability.
  • Develop new systems or processes, or modify current procedures, to achieve desired performance levels.
  • Manage the implementation process.


A representative list of our clients include the following:


More about our clients