Experience is the new amenity, HITEC and why the PMS may not be best at checking us in

I’m in Indianapolis for HITEC, and for this trip, I booked two one-bedroom apartments in a multifamily building operated by a short-term rental property manager – one for myself and one for a team member. It’s a long flight from London, so we opted to stay slightly longer than we might have had it been a UK or Europe-based event. And although the building is at least an Uber ride (or a long walk) away from the convention center, the comforts of home–a kettle, washing machine, balcony, and plenty of space to unwind–make the extra distance feel well worth while.

I booked direct and, refreshingly, the online check-in process was seamless. Verification was quick and straightforward, followed by access to one of the best guest communication and experience portals I’ve encountered. Everything I needed—WiFi details, building amenities, property address, and even curated suggestions for things to see and do in Indy—was conveniently accessible via a single web link. No sifting through multiple emails, platform messages, or WhatsApp threads—just everything in one place.

Interestingly, neither the verification software nor the “boarding pass” experience was white-labeled, which made it even more fun to recognize both platforms–and the fact that I know the founders of both! 

This experience stood in stark contrast to the previous week, when I stayed at an aparthotel back in the UK. I had booked three rooms, again direct—one for myself and two for colleagues—under a single confirmation. The booking platform was clunky and inflexible, making it impossible to manage the reservations individually. It seemed to struggle with the concept of handling multiple guests and rooms under one booking. There was no clear indication of whether we had successfully checked in online, and limited pre-arrival information was sent in advance. When we arrived, we faced a considerable wait at the front desk while staff manually processed details that really should have been easily collected online beforehand.

And the software used by this operator wasn’t white-labeled either, It was none other than a very well-funded, very well-known PMS. Comparing both stays, I’ve come away with this conclusion: the PMS shouldn’t be responsible for guest onboarding and communications. It just doesn’t work. This was a great example of using the PMS as a reliable operational core, while layering in excellent, specialized point solutions to handle everything else—resulting in a much stronger overall guest experience. 

Because experience is everything right now. There’s a reason Airbnb has shifted beyond simply renting real estate to once again embracing experiences and services. It was also the key topic at yesterday’s panel on AI here at HITEC. In today’s market, providing just accommodation—whether it’s a hotel room, an entire home, or an apartment rental—is no longer enough to truly captivate the customer.

Experience is the new amenity—as we recently explored with Vertus, On the Market, and PeoplePlacesSpaces on a recent Pillow Talk Sessions live podcast. No longer is it enough to simply offer ‘things’. What truly matters is how you make your customer—whether a resident or a guest—feel. Shifting the focus from transactional touchpoints to emotional resonance has a measurable impact on tenant retention, guest loyalty, and ultimately, customer lifetime value.

My contrasting booking experiences—and this trip to HITEC, with its trade floor buzzing with hospitality tech—have made one thing clear: the futures of hospitality and living lie in tech delivering experiences, not just managing spaces.

 

P.S. – My book, “Tech-Enabled Hospitality,” is published on August 3rd. Pre-orders can be bought via the publisher’s Kogan Page or Amazon.

About me – I’m the CEO and founder of Abode Worldwide, a strategic public relations agency focused on building brand value and commercial success for technology solutions and enterprise operators, transforming the global lodging, hospitality, and living sectors. 

Pillow Talk Reflections – musings, learnings, and insights about the pioneering lodging technology brands and operators transforming how we work, rest, and play. 

Pillow Talk Sessions – a bi-weekly podcast sharing the voices of the leaders building a new future of hospitality and real estate.

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