In this episode of Pillow Talk Sessions, Ulrich Pillau, Co-Founder and CEO of Apaleo, joins host Jessica Gillingham to explore how digital acceleration, AI adoption, and open technology are reshaping hospitality — and why the gap between legacy brands and modern operators is widening.
Apaleo, the Munich-based, API-first property management platform, is built to give operators flexibility. Rather than relying on closed, rigid systems, its approach enables hotels to integrate new technologies, connect systems, and evolve their tech stack as the industry changes.
Uli outlines what is becoming a clear divide across the market. Legacy brands are often still operating on technology that is 30 to 40 years old, limiting their ability to adapt. At the same time, newer operators are building cloud-based, mobile-first platforms designed for speed, efficiency, and integration. This contrast is shaping both operational performance and guest experience.
The conversation dives into:
- Why technology needs to be treated as a strategic priority at leadership level, not just an operational tool.
- How digital-first operators are automating check-in, payments, and back-office workflows to reduce friction and improve efficiency.
- The growing role of AI in travel discovery, with younger guests increasingly using tools like ChatGPT to plan and book stays.
- Why open, API-driven platforms are critical for integrating AI agents and future technologies.
- The rise of hybrid hospitality models combining hotels, serviced apartments, co-living, and other asset types.
- How early-stage AI adoption is already shaping the next phase of hotel operations.
Guest journey automation is becoming standard. Pre-registration, contactless check-in, and integrated payments are now expected as part of the experience. At the same time, operational improvements are being driven by automation behind the scenes.
Back-office processes that were once manual are increasingly automated. Data is more accessible across systems. Teams can focus more on guest interaction rather than administrative tasks.
AI is accelerating these changes. It is already being used across guest communication, pricing, and operational workflows, with early pilots exploring more autonomous hotel operations. Uli points to the potential for AI-supported properties to emerge in the near future as these systems mature.
At a market level, the pressure to adapt is uneven. Luxury hotels continue to perform strongly, while midscale and economy operators face increasing demands to improve efficiency and modernize their tech stack. This is likely to drive consolidation, with larger brands acquiring more digitally advanced concepts.
Apaleo’s position is centered on openness. By enabling operators to build flexible, modular systems, the platform allows for continuous adaptation as technology evolves. This approach supports a wide range of hospitality models, from traditional hotels to hybrid and flexible living concepts.
