Can AI Make Hospitality More Human? The Future of Guest Experience with Jessie Fischer TSHS - 163

Speaker A: You are listening to the Social Hotelier Show, a, uh, podcast that inspires hoteliers to create meaningful and memorable experiences for their customers. In pursuit of their passion, we share our views and experiences relating to hospitality, technological trends, and also relating to humanity. Here is your host, Sam Eric Rutman. Hi everyone, and welcome back to the Social Hotelier show with me, Sam Eric Rutman. What if the most important innovation in hospitality isn't replacing human connection, but making it stronger? My guest today is Jesse Fisher, founder of Guest Os, an AI powered guest communication platform designed to help hospitality businesses deliver instant personalized support while freeing teams to focus on what they do best, creating memorable guest experiences. Rest In a family hospitality business near Yosemite National Park, Jesse grew up on the front lines of guest service and has seen firsthand how access to the right information can transform guest experience and in some, um, situations, even save lives. In this conversation, we'll explore how artificial intelligence is, is reshaping hospitality, why guest communication remains one of the industry's biggest challenges, how hotels can better support guests during crisis, and why the future of hospitality may depend on providing the right information at the right moment, not just exceptional service. Before we get started, a quick favor. Many people watch and enjoy these conversations, but aren't yet subscribed to the channel. If you find value in discussions with industry leaders, entrepreneurs, innovators and hoteliers, please take a moment to subscribe. Like the video, turn on notifications. It helps me reach more people across the hospitality industry and continue to bring exceptional guests and fresh perspectives in the Social Hotelier. So grab a coffee and sit back and let's dive in. Hi Jesse, welcome to the Social Hotelier. It's great to have you with us today.

Speaker B: It's so great to be here with you.

Speaker A: What's interesting about you, Jesse, is that you grew up inside hospitality business rather than entering it later like most people, and I entered later in my life. How does that shape the way you see guest experience differently, possibly from other, uh, operators today?

Speaker B: Yeah, growing up in hotels, you know, hospitality was never abstract to me because I was working in the operations every day. In fact, I was not on the technology side. I used uh, the little technology that we had at the time. But, um, it really gave me that firsthand, real world insight into navigating a hospitality business. And you know, my family has, um, you know, from building it to, uh, from nothing to operating it. So I really saw the full, uh, the full cycle of, um, you know, buying land and then building it, city permits, all that other fun stuff that goes into it, you know hospitality is just such um, there's so many factors. It's not just the front desk, it's not just uh, reservations. There are so many other things that play into it.

Speaker A: So what I'm hearing is that your parents, your grandparents has been involved in this business and setting up from, from beginning the whole hospitality business. Am I right?

Speaker B: Yes. So back in the 1970s my dad saw uh, an opportunity, uh, having not been in hotels or anything, there's just an opportunity to purchase a 12 room motel right outside of Yosemite national park. Um, and he saw the potential um, and brought his family into it and really that's uh, uh the whole family was part of it. My grandparents, my uncles and aunts really building. So there's photos from back in the day of just really everyone uh, quite literally building the hotel. And so uh, we're just up there this week um, with uh, my dad is still, uh, still, still in it in the day to day. So it's been, it's been awesome just

Speaker A: considering that Yosemite is, or the area which I visited. In fact I arrived when I came to the states, that was 50 years ago as a student and the first things I visited, uh, I was based in uh, Las Vegas and said I have to get out of Las Vegas once in a while. And that's how I drove to the Yosemite area but actually to the Mammoth Lakes in fact. So it wasn't quite in the national park. So I have a little bit of a flare of uh, what the area is like and I was really breathtaking. I still, when I saw you, when we met and you talked about Yosemite, it kind of brought me those memories that uh, what it's like and that kind of uh, fresh air and the mountains that you have and the uh, waterfalls and so on. So that's really something that uh, uh, people who visit and I can see why that area is very popular for people to visit. Um, but you have worked in so many parts in the architecture story telling. What's throughline connects all those chapters for you since you have seen it from growing up and to what you do today.

Speaker B: Yeah, I've always been very curious about many industries and really how the world works. So I figured the best way to uh, learn those things is to work in those industries. So um, I worked for about seven years in different uh, early stage startups from uh, well the architecture firm in Carmel uh, and Big Sur. That's not a startup. So that was just, I was very, I love outdoor landscapes. I love seeing something come to life, uh, from, from a concept to implementation. And, uh, and so I also learned there that I was not going to be an architect. So, um, but then I worked in, you know, food, robotics, and education technology, fitness technology, technology, um, and really all of those things, uh, help me understand, uh, more of how the world works. And I think a lot of guest Os is really, uh, based on humans.

Speaker A: Okay, so Yosemite seems to be more than just a location. Your story, how has that environment shaped your philosophy on hospitality?

Speaker B: Yeah, Yosemite is one of the most stunning places on Earth. It's also one of the most complex and difficult to operate in. Uh, you know, any location in nature deals, uh, with a significantly, uh, more challenging environment than if you're not based in nature. You know, fires, floods, rock slides, and these things happen. They're unpredictable. And you're WELCOMING, you know, 5 million visitors a year to, uh, Yosemite, and you need to be able to navigate those complex challenges. Uh, and, um, also, aside from all of the nature and natural, uh, events that happen, you have just a lot of stakeholders. Uh, you know, the national park, um, with the federal government, you have a concessionaire, uh, that's currently Aramark for the park, and then you have all the gateway partners, and everyone visiting that area is going for Yosemite. So you have to really find a way to open up those lines of communication to make sure the visitor enjoys, uh, Yosemite and stay safe.

Speaker A: Yeah. So when, when a disaster strikes and guests don't know where to go, who's actually responsible for them? The hotel, the destination, or. No one.

Speaker B: Uh, it's a great question. I mean, hotels and everyone really, you know, has the best interests of the visitor in mind. And we're always thinking about the guests safety and visitor safety. So I think the incentives are certainly aligned there. Everyone wants the best safety and information to get to the visitors. Um, so. But I think where it breaks down is in who owns that, uh, information. For example, uh, let's just give a recent example of a rock slide that happened on Highway 140, uh, which is one of the main roads into the park. And, uh, so we can relay to the, the guests that there was a rock slide. Um, but, you know, Caltrans is the one on site. They're, they're assessing the situation. Um, and sometimes those things, you know, back to nature and its unpredictability, uh, take time to weigh out. And so really just, um, making sure that people have that information from Caltrans directly can see the Updates in real time and figure out what other route they can take to get to uh, us, my family's hotels or the park.

Speaker A: Okay, so the guest os, I think now it's in a kind of a natural way we can talk a little bit about the app and so on. Most hotel tech as I know it, is built to sell. Yorn is built to inform and protect. Why has the industry prioritized revenue over relevance for so long, in your opinion?

Speaker B: I think that just goes back to basic business. Right? Like everyone's always looking at the uh, at the revenue optimization opportunities. And uh, I saw very early on just the gaps, uh, you know, in people wanting to book these things. And I've seen this both as a traveler and as an operator. So it's like, okay, wonderful. This, this uh, great dinner was advertised on site at this hotel. But I go to the page and there's no way to book it. So it's like there are a lot of gaps there and it goes back to the foundation and the operations. It's just not optimized for discovery or for actually booking it. And then the execution part, uh, I remember growing up always suggesting things, a million things we could do for the hotel to my dad and, and then that's where I would learn about all the, the uh, execution, uh, part. You know, ideas are easy, execution is hard. And that's where you learn about all these things. It's like, oh, okay, I see.

Speaker A: So um, the guest os, can you explain a little bit how it works and what it is in fact? Uh, is it something that you download or is it something you, you subscribe to? Um, take me like dummy, who likes to learn all about guests.

Speaker B: Well, the great thing is guestos is extremely simple and uh, both for the people using it, the teams, and for the people, uh, visitors and guests. And so you know, it's just, it started as AI voice and um, you know we have AI teammates that are trained on the specific property. You know, no two properties are the same and we, we really take that into consideration. So um, it started with AI voice, so uh, our AI teammates would answer the phones for these properties. And then it expanded to um, website chat, uh, SMS and soon email. And so it's really having that communication layer and meeting the guests where they're already reaching out to get that information and live updates. So um, I personally am trying to delete any non essential apps on my phone. So I can't imagine people wanting another layer of um, uh, friction to get information, you know, oh, download another app to Find out how to book this thing. It's like, no, I don't have time for that. I'm not going to book it. Uh, so just making it fit into existing systems and making it more useful for the teams and for the people, uh, the guests and the visitors.

Speaker A: Okay, so, um, can you illustrate how the, how it works the multilingual you said you could able to present?

Speaker B: Definitely. I'll take off my AirPods because it's just a phone. It's just a phone call, which is great. Um, I always laugh because my entire favorites on my phone, uh, they're just all of our AI teammates. So uh, and, and they all have their own contact and I call and I learn about the businesses and I'm like, oh, I need to go here now. So it's really exciting. Um, so I'll actually do an example of the multi property, uh, handoffs and I'll call our first AI teammate, Sierra, uh, which I built for my family's hotels.

Speaker C: Thank you for calling Yosemite View Lodge. This is Sierra, your AI concierge. Please note this call is recorded. How can I assist you today?

Speaker B: Hi, Sierra, I'm staying with you next week and I have a few questions about park permits and other entrance questions. Can you please transfer, uh, me to the, the park, Yosemite National Park?

Speaker C: I'll connect you with Yosemite national park for help with permits and entrance questions. Hello, this is Ivy, your Yosemite AI concierge. This call may be recorded to help improve service. It can assist with visitor information, lodging activities, dining and more. How can I help you today?

Speaker B: Hi, I am, um, excited to visit the park next week and I was wondering, um, to climb Half Dome, do I need a permit?

Speaker C: Yes, you do need a permit to hike to the summit of Half Dome. Permits are issued through a lottery system. The main lottery happens in March each year. There's also a daily lottery for a limited number of permits two days in advance. If you don't already have a permit, you'll want to try for that daily lottery. Anything else you'd like to know about the hike or the park?

Speaker B: Okay, great. I just watched Free Solo and I'm inspired to go climb a mountain. Uh, I was wondering, can you transfer me to the mountaineering school? I'd like to see if I can book a class.

Speaker C: I can connect you to the Yosemite Mountaineering School so you can ask about classes and availability. Hi, uh, this is Alex, your AI concierge with the Yosemite Mountaineering School and Guide Service. Just to let you know, this call is on a recorded line. How can I help you today?

Speaker B: Hey Alex, I'm excited to visit Yosemite next week. I want to do some uh, beginner rock climbing courses. I was wondering, uh, do you guys offer classes?

Speaker C: Absolutely. We offer beginner rock climbing courses. Go climb. A rock class is perfect for newcomers. Covers rope work, belaying, rappelling and climbing on granite. It's a seven hour class and you'll need at least two people to join. The price is $220 per person with a maximum of six students per instructor. If you're interested, I can leave a note for the team to follow up and help you book or answer any other questions. Would you like me to do that or do you want more details about the class?

Speaker B: Um, it's all good Alex. Thanks so much. So that example as you saw, like I'm staying at that hotel, but I'm going to visit the park and I need to know about the permits. We actually have Yosemite National Park. Uh, our first national park onboarded helping visitors for the last week just uh, went live. And then um, the mountaineering school which is managed by, you know, the concessionaire, that's a, they're all different businesses, different departments and so um, it's really important as a visitor, many of them not from the area, uh, they, they don't know or simply care who's managing what. So it's like I just need the information. I need to get the information to have a great time. And so guest OS understands the complexity behind how these systems connect. Who owns um, what and then navigates the um, person uh to the right, the right thing to get the things booked, get the information they need. Otherwise you end up in this crazy loop of like yeah, recordings can't answer anyone. It's uh, not a good experience.

Speaker A: So yeah, how does it work for a visitor who is a non English speaking or they prefer to be serviced in let's say in French or German.

Speaker B: Oh yes, sorry, I can give you that example too. Uh, this is fun. I love uh, and every um, every teammate has its own voice and personality and name. So I mean we're in hospitality. We have to make this fun and it should be an experience from the very start. Uh, no more robotic recordings. Uh, so let's go ahead and call, uh, let's call this Celine.

Speaker C: Hello, thank you for calling Thompson Palm Springs. This is Celine, your multilingual AI concierge. Please note this call is recorded. How may I help you?

Speaker B: Hey Celine, I'm driving from Los Angeles and will probably arrive around 8pm do you guys have a restaurant, uh, that will be open for dinner at that time?

Speaker C: Yes, you'll be set for dinner at that time. Our main restaurant is Lola Rose Grand Mezze. Dinner hours there are Sunday to Wednesday 5.

Speaker B: Um, my sister Sarah's coming, uh, and she. Can you speak Japanese?

Speaker C: M.

Speaker B: What about Spanish?

Speaker C: Spanish is no problem either. I can help in English, Spanish or Japanese for your sister. Whatever's easier in the moment.

Speaker B: Okay, wonderful. Can you speak in Spanish? Okay, gracias. I know a little bit of Spanish but certainly not enough for uh, to, to be hopeful. Um, so yeah, it's really exciting. And our AI teammates that are live in um, uh, Kentucky have Southern accents. It's really fun. And they have a Bourbon Trail and it's really fun. From the moment, uh, people are talking and interacting with the AI. Uh, it's exciting and we get feedback from the guests. You know, the GMs are telling us like, wow, people are asking uh, if they can get their, their AI teammate for their business. So it's funny just you know, word of mouth and through using it we're building trust in AI. Um, and that's been a huge thing for um, Guest os, where the first AI that a lot of partners are um, using, like I think for every hotel that we have on board we're their first AI partner. And you know we have two Michelin key properties on board and it's like they, the service and the teams are so important and so guest OS is something that the teams trust and that the guests trust and uh, you know, it's a win win. The guests are having a great experience and the teams don't uh, don't have to answer repetitive questions and.

Speaker A: Good. So I mean from what I learned now, uh, you know this is very, it's a great tool and uh, once I drive from Los Angeles or San Francisco, I want to connect, learn about rock climbing. I can have a course and uh, so on. I mean those are things I would have to try to get somebody, a person to speak with. If I can get them online and try to figure out how I would be able to book all these things. So if AI can now replicate all these service interactions, what becomes the human edge in hospitality going forward? Because now you have these AI agents who are doing a great job in different, uh, dialects.

Speaker B: Yeah, it's actually pretty amazing because it's a full circle moment where the teams get to focus on doing what they love. You know, I talk to all the teams and they're answering all these Questions that are FAQs or directions how to get here. But what do, uh, they love doing? They love teaching the mountain climbing courses, they love doing the river rafting, they love creating these experiences for guests on site. And so now they, it frees up time for them to go do these things. And that's really what the industry has been lacking for all these years. Uh, our time has been spent, you know, doing the admin side of things, the repetitive where uh, when you, when you ask people what their favorite memory from a trip is, it's usually that experience that in person conversation, hearing, uh, what was your favorite thing or about the locals favorites and that storytelling aspect. Uh, it's not, it's not about, you know, oh, I had the perfect firmness of my pillow or whatever. Uh, it's. It's not going to be that.

Speaker A: No, not at all.

Speaker B: At least I hope not.

Speaker A: Not at all. Yeah. I mean, he's great. So what do you say, uh, where do you see this, uh, idea going from what you have now developed from originally what the idea was and now it's going. You are expanding heavily. Ah, where do you see, uh, the future in the application of the guest os?

Speaker B: Yeah, it's been a, ah, crazy journey so far. Um, since I started this, every week I'm like, oh, it's a big week ahead. And uh, I think I was telling my mom that at the time and she goes, you say that every week. I'm like, yeah, because every week is a big week. And so I, I'd say that sums up startup life pretty, pretty accurately. But, um, yeah, you know, I started building guest OS to solve firsthand problems for our own, uh, properties. And then I started talking to other hoteliers and I said, wait, I need this. And there's this, um, trust that's built as hoteliers, um, you know, you understand the nuances that you just would not get unless you've worked in it. So I think it's still, um, you know, hotels and it has expanded into tour operators or, and events and so really helping with that, uh, communication layer for visitors. And um, uh, I think I mentioned to you that we're working with Los Angeles Tourism, um, and welcoming visitors, ah, from all over the world for FIFA. Um, so that's been incredible as well to be their first AI partner, uh, and to help partnering with Los Angeles Tourism, technically, uh, not FIFA directly, but uh, with Los Angeles Tourism to uh, welcome all the guests and visitors and in uh, a location and city as complex as Los Angeles, uh, transportation and all the languages and, you know, uh, they have 88, uh, cities and 10 million residents. Um, there's a lot to navigate there. So, uh, it's been, it's been really incredible to just see what happens when, uh, number one, seeing what people are asking for, where the gaps are, and then number two, helping, uh, get people the information.

Speaker A: Yeah, but considering now this, the FIFA World cup event is such a huge event, I mean, the millions of people are following and that you are now had an opportunity to actually provide service to, uh, Los Angeles about this. Any particular things that you have learned something that you know before about this?

Speaker B: I think it all goes back to my basic principle that everything's connected. Like all these things are interconnected. It's not just. And that's really where I decided to expand beyond hotels. Because if you're thinking about the visitor journey, uh, you can't think about it just in terms of their stay at the hotel. It's really the destination. Um, so I realized, okay, we're solving this for hotels. But the moment they call a tour operator or maybe the national park, then that's where they're going to get stuck and they're not going to have the exceptional trip they could have. Um, so it's been a lot of just interconnected pieces there. And also with Los Angeles tourism, you know, they're not an individual business, they're helping thousands of businesses. Um, so I think that's been incredible to see. Um, and of course they're um, welcoming the world to, uh, Los Angeles for the Olympics in a couple years. So there have been many conversations, uh, around, uh, the future of that. Um, so it's just an exciting time.

Speaker A: Sure is. Sure is. I'm glad to hear you are in the right moment to be involved in this and considering the worldwide events that's coming because FIFA, uh, event is huge, then the Olympics, that's, uh, another world event that gives you the opportunity and a stage then for the visitors to get the better experience when the contact. So. So, I mean, one thing, since you have the. You have a hotel background, Jesse, so, uh, you focus heavily on destinations, not just hotels. Why do you think so many hotels still operate in a bubble, if I may say so?

Speaker B: I think, uh. Well, there's so many factors to it, but, um, you know, when, when you think about just kind of, uh, I guess, control, maybe what they have control over. And if you don't own, you know, the local tour operators or other, uh, organization or restaurants, uh, you know, that's kind of out of your Control. So I think hotel is optimized for what they can control like most businesses and really focus on those things. But I do think we're in an era where people are just adding on when you know, adding on, uh, so many amenities you can choose from and um, types of pillow softness or, or whatever. Uh, and you're, you're just adding on these things but you're not focused on the core experience, you know, and then it becomes this whole thing. You're, you're checking into a hotel or you're booking a room. It's like a whole uh, checkout thing list. It's like, oh, check this and this. I'm like I just want to go enjoy and have a great time, you know. So I think back to the first principles that I believe in. Uh, uh, just the value of simplicity. Uh, the path to simplicity is complex though. So I think it really requires uh, people to take a direct look at uh, their exact operations today. Just write it down as it exists today and then see what they can remove. Because the industry and technology advancements are moving at a pace faster than we've ever seen and now there are so many way, new ways to do things and you can remove a lot of the uh, things that caused friction or delays. And so I think being open minded to those changes. Yeah, so, yeah.

Speaker A: So will this now have a, uh, impact on the existing hotel hospitality brands? That some of those brands may not able to exist because they are not able to live with the times and the fast pace that is uh, affected by the improvements of technology.

Speaker B: Uh, sorry to confirm, are you interested in brands that don't adopt technology?

Speaker A: That's right.

Speaker B: Will they be left behind?

Speaker A: Sure.

Speaker B: Way back? Yes, yes, uh, certainly. I mean these tools allow efficiencies that uh, just really bring us back to that guest experience. And with so many options, people are going to continue to choose the one that, that gives them, you know, makes them feel the most welcome and uh, the most hospitable. And if you're still dealing with foundational, uh, you know, um, issues that cause delays or finding someone to talk to, getting your requests completed, you're, you're just not going to give that hotel a second chance. I think there's uh. Yeah, yeah.

Speaker A: So I mean the, the situation now, most of the, let's say uh, luxury hotels, hotels that has traditionally been servicing what I call the baby boomers. And the baby boomers are towards the end of their enjoyment, uh, uh, lifespan. They don't maybe travel as much. Now you have the next generation who has to be catered to. So it seems to be what you are doing now with the technology that is available is actually catering to that generation who is going to be uh, easily for them to uh, accept the services of the hotel and also destinations or who have the ability to use kind of guest OS services than the traditional hotels and destinations that are quite, uh, maybe restricting themselves or using maybe the old school ways.

Speaker B: Yeah, I mean I think one of the greatest things about guest OS is it doesn't require a new way of learning. You don't have to download an app. Uh, the phone's been around for how long? That's not changing. We're just making the phone smarter. So people are still calling, they're just getting, you know, more hospitable response and they're going to get directed to the right person and their request is going to be handled end to end. So I think that's something, uh, that, that was really, um, of huge importance to me. And I'll consistently ask, like, what are the ways that uh, the, the easiest ways for people to use this and get information? And you know, with the Los Angeles wildfires that happened last last year, and we uh, partnered with Malibu foundation and um, Compass Real Estate down there to help people um, get information, find a new home after their home burned down. And uh, that was something that wasn't exactly in our roadmap. But you know, my family's lost two homes to wild wildfires. And if I was able to help some other people get the help that I wish I had, uh, there is no way I wasn't going to do that. And um, a lot of good came from that. People got the information they needed. But also people during one of the most challenging times of their life were able to communicate with our AI teammates and would even give us the feedback like who helped me. They were so kind. And that's really important in this new era of uh, AI and all these agents, uh, I call ours teammates. But um, yeah, it's really important to, to get that right. Um, and so something as easy as a phone call that, um, actually a lot of people calling and using the AI hotlines during the wildfire were um, were older. And um, that's super important to be able to get information to people easily.

Speaker A: Okay, very good. All right. I mean we covered a, uh, lot of area here. So has building the guest OS made you more optimistic or more critical about the future of the hotel hotel industry?

Speaker B: I am an entrepreneur. I'm optimistic. You know. No, but in all seriousness, uh, um, oh, I'm more excited than ever because I, and the hoteliers I speak with, uh, we're all really excited because uh, when done right, AI is handling all the repetition, you know, these mundane tasks that uh, aren't a good use of our human creative brains. And so everyone, uh, and then you know, hoteliers get to focus on these, on these experiences they can offer guests and all the underutilized, uh, beautiful like spots on site on their venue, uh, just to really focus on giving these uh, guests a great experience.

Speaker A: Very good. So before we move in now to our final segments, called off the mic, uh, if people who have now people who have seen this uh, episode with you, Jesse, and would like to connect with you and like to learn more, uh, how they could maybe ah, how they could actually get some detailed information that would help them, maybe for their property and so on. Who should they contact? How can they get, how can they reach out to guest OS?

Speaker B: Sure. Um, the best way is probably LinkedIn. Uh, I'm an inbox zero type of person so I'm always checking all my messages. And yeah, I would add at the very, uh, I guess one of my favorite things to do is connect with fellow operators and talk about the future of the industry and ah, really collaborate.

Speaker A: So very good. So of course that's my question is also where do you see the future of the hospitality?

Speaker B: Yes. So I think the future of hospitality will be more human. Like the best technology gives us time to spend, you know, uh, with each other and uh, staying present. I think that's a huge thing. Uh, so much of travel and being on site, you're just constantly searching. Like, oh, uh, what, uh, how do I book the whatever river rafting or mountain thing. So you're constantly just like searching and you have a lot of time to just stay present and enjoy the moment, enjoy where you are. Um, and I think that technology, uh, advancements, uh, will allow us to do that. So things are booked and then you can go enjoy and stay present.

Speaker A: Very good.

Speaker B: And also the front desk can stay present because, you know, you're checking in, phones are ringing. This happens at every hotel too. It's not, it's not just certain type of hotel. Um, it's every hotel you're checking in, there's a line, someone is answering the phone or you know, it's like this level of not being present because there's so many things going on.

Speaker A: I'm, I'm quite keen on certain things that are a little bit outdated in hotels, like the front desk. Do we Need a front desk anymore. Is there, is there a way around how we can just get rid of that? Because we still have, uh, the person who is going to look after the guests when they're arriving, not from behind the guest. But maybe there's more of a different way, uh, but taking all the, uh, technology we have with the smart glasses and et cetera, that you can recognize, uh, the guest automatically, I call them by name and so on. I'm just interested to see your view on where all this technology, uh, to provide a better human service is going. And where do you see, where are we going with this, in your opinion?

Speaker B: Yeah, there are so many, so many advancements. I think, um, sometimes the line gets taken a little too far where it becomes almost creepy because the most important thing is to remain genuine. So if I'm coming into a hotel and they're like, hey, Jesse, how's your dog Remy? And I never told them about Remy. I'm just like, weirded out, you know, Just be human. I think that, uh. So I've definitely heard, uh, from people who haven't been in hospitality these ideas that are, uh, certainly more on the line of being creepy and like, invasive. So I think when you really break down what makes front desk experiences, uh, less pleasant, it's really the logistics side of things. But I had been to a hotel, I think it was in Switzerland, uh, and there is no front desk. Uh, it was just a kiosk. And it felt like it really lacked the welcoming thing. You know, I want to see a welcoming face and ask how they're doing and hey, it's so great to be in this area. I think, um, there's this level of, you know, when people are visiting a new place for the first time. The hotel is where they're staying. They, they go to them if there's a problem, if they need help. So it's really important to maintain that level of, uh, interaction to know, like, if something goes wrong, I can go up to you and you'll be there. Um, yeah. Yeah. So, uh, I think, yeah.

Speaker A: I also mean for me it's very important that, uh, you can, you know, you have a person you can connect with and sort of a welcoming person who is actually, and don't ask, uh, kind of creepy. Like they seem to know you very well. Uh, I give you an example of a hotel I visited, uh, in Seoul. Ah, in Korea. And uh, it's a, uh, uh, very small hotel. You walk into the lobby and actually you don't see a person, but you see this Dinosaur is roaring when the door opens. And then when you turn and there's a desk and you see two sort of ah, robots or something and then they didn't say anything to us but it was a roaring, was a welcome. And then I guess you have to put in some code that you have paid for your room and then the process start and then you have, then a door will open and you can get to your room eventually. But it was not quite a human experience. But I can see that when you're taking a little bit too far, uh, maybe it can be a kind of fun thing that you think of. But uh, I really still think that uh, there's a person, uh, you can relate to that you have met and because at the end that experience, despite of how nice room is with nice pillows and uh, uh, great views, it's the person that you met from the hotel that at least in my opinion gives you the memory why you thought that was a great experience.

Speaker B: Exactly. Although I think my 6 year old nephew would love that. Dinosaur hotel would be the best thing. Uh, but yeah, I think, I think when you go to all of our industry events and you know, people are in hospitality for so long because we don't want to leave. Like it's the people at the core, it's knowing firsthand what was your favorite experience and like, oh, it was the, the front desk person telling me their favorite uh, you know, place to get tacos, the local places. Like I don't want you. Those are the moments that matter, I think.

Speaker A: Sure. Very good all. Ah, right. Uh, let's move over to the off the mic. This is more of a kind of a quirky and funny questions. I mean I don't say that we haven't had funny conversation already but these are going to be more of the things we're finding. Learn a little bit about Jesse. Uh, that I didn't have to. I haven't prepped you on this so it's going to be a little bit of surprise. Um, but I think uh, I would be interested to know what is your first musical memory or a m memory from your childhood that when you hear it again it brings you memories from your parents or your home or something

Speaker B: musical as in an actual.

Speaker A: As a music. As a music that you hear.

Speaker B: I see. I see. Hmm. M. I think okay, this is really random and I bet you my if my dad even sees this. But it's so random. But always just like uh, him whistling in the morning and like uh, I don't know, I just remember Being like, oh, uh, it was such a. Just positive, like, oh, really, you know, any. Anything that was going on, it'd be like, don't worry, like, we'll figure it out. And always maintaining that optimism. I think, uh, now, having gone through some of the things firsthand, I give him a lot of credit. And also just maintaining it, it's like, no problem is too big to solve. Like, we'll figure this out. So I think, you know, that kind of just. Even though it's not a specific song, but it's a memory. And also, uh, of course, you know, Yosemite, just the rushing water or the sounds of the birds. And, uh, I've been there hundreds of times, and every time it's just so grounding, so centering in the best of times and in the worst of times. Uh, so I think just sounds of nature.

Speaker A: Wonderful. Well, I think that's a very nice way. How you. How you describe this? If Guest always had a huge human personality, how would you describe it?

Speaker B: A human personality. Oh, man, that you are catching. These are some good questions. I, uh, love them. They're making me think, uh, and that's a good thing, you know, um, oh, I would say, you know, uh, if I were to choose a voice of kind of just it. Maybe, ah, maybe Morgan Freeman's voice because it's so calming and really, uh, you know, uh, um, helpful. Uh, and then I guess personality really, uh, Disney comes to mind. Uh, I've read a lot about the. Just the way you feel. You know, they've done exceptionally well with making people feel like it's the happiest place on Earth and the energy and the characters they bring to life. And, um, we're doing that and we're giving that tool to everyone's property. And, you know, their AI teammate is someone that they don't. They don't call it Guest Os. They're probably like, what is Guest Os? Because they all have the. The names that they give and they create their characters based on their business. Um, but we. We definitely, uh. Yeah, you know, now I'm gonna have to think of this, right?

Speaker A: What's one travel moment that completely changed how you see hospitality?

Speaker B: Ooh, I would have to say, uh, South Africa. My family, uh, in 2019, went, um, to South Africa, you know, went to Cape Town, and then we went to and stayed at Shamwari, one of their, um, safari locations. And from start to finish, that hospitality, you know, it made, uh, it made it. It made us feel like we're at home. And I think that's the number one thing, hospitality. If you're doing a great job, you make people feel at home while they're on the road. Um, and to the point, they actually did know all of our names when we walked in, which was funny, because my sister and I. People will confuse us all the time. And they got it right. So they probably had to study some or passport photo or something. But it didn't feel, uh, creepy. It was like a hospitable gesture. And just the conversations that we're able to have and really understand from their perspective, like the culture and, uh, really well educated on just the animals. And, um, it was more like that type of hospitality. It didn't feel, you know, um, it felt very. Just natural, genuine. And I thought that was amazing.

Speaker A: Yeah, that really makes a difference. Not like you're hearing that checking in mamser and how long are you staying? And then you just give your room number, and that's a level of conversation, but you get something more, and you learn about the culture at the same time. So, uh, Dave, if you could design the perfect guest experience, what's the one element you would never compromise on?

Speaker B: Communication.

Speaker A: Good.

Speaker B: That, you know, beyond all the increase, uh, or I guess I can say at the core, the foundation of all these other things that other companies are optimizing for, which is increased revenue and all that. Well, you have to be able to communicate in a way that, you know, resonates with guests and make that be a pleasant experience. I, uh, would. I'd say communication is the core to everything else.

Speaker A: Good. Window seat or aisle? And does that. Does that say something about how you approach business?

Speaker B: Ooh, Now I want to know your reasoning behind the window seat or aisle. I, uh, usually choose window because I love the sky and I love seeing the sky. And I think, uh, just all the road trips, uh, from, you know, Santa Cruz to Yosemite, sometimes in the same day. Growing up, I would always just become fascinated by the sky. And I would, uh, find a lot of joy in it, too. I'd, like, get the whole family. You guys have to look at the sky right now. You just have to see this. And I don't know if they thought it was as exciting as I do. So I love the window seat for that reason. And also because I fall asleep on the plane and I don't want to be sprawled out into the aisle and someone tripping on me. So I just. Yeah, but now I'm curious, uh, what's your choice?

Speaker A: Actually, I take ILC because I tend to have to go Quite often to, uh, wash my hands, if you will. And then I don't want to disturb the person who's sitting next to me.

Speaker B: Like me who's sleeping.

Speaker A: Yeah, exactly.

Speaker B: Yeah. Amazing. What does it say about our business?

Speaker A: Yeah, that's a question, you know, that's, that's, that you have to answer. How about it say about the business?

Speaker B: I don't know. I don't really think about the, the seat. Uh, and I've been before, I'm like, I have to have the window seat. And now I'm like, oh, that's okay. Uh, I could be happy and whatever. Seat.

Speaker A: Yeah. Okay. What's, uh, a place that instantly grounds you no matter what's happening in your life?

Speaker B: Yosemite. I think just because growing up there and being through, uh, floods, fires, where we've almost lost our properties, we did lose a home, uh, two years ago. Um, but also, you know, every season. And Yosemite is something you have to experience in person through every season because that is just the fall feeling of the crisp mornings and then the great weather and the leaves changing, and winter is just magical and spring, it's like all the waterfalls are full and you get soaked by them and the wildflowers. So. But I think it's most grounding because of, it humbles you all the time. You know, like, nature is, is a force. Uh, and, um, regardless of what is going on in the outer world, uh, it's, it's stable there. And I think, uh, that to me, just, uh, I'll always go there for, um. Yeah, I guess for the best of times and the worst of times, it's there.

Speaker A: Very good. Yeah. Okay, my final question is that if you could gather three dream dinner guests, so it'll be four of you for dinner, anyone from the present day history or someone you look up to, who would they be and what's the one topic you love to explore with them over dinner?

Speaker B: Would we all be at the same dinner table?

Speaker A: You would be all at the same dinner table. Uh, and you have a choice of anyone from the present, uh, day or historical figure or someone you admire. Who would they be and what's the one topic you love to explore with them over dinner?

Speaker B: Wow. You're asking me questions that I have not been asked before. But I love them, so they're great. Uh, so I love reading. I really love reading. And I, uh, lately I've been reading a lot about, uh, just entrepreneurs who have built categorical changing industries. Uh, so I, I think, uh, maybe just if I'm Thinking about those things. Those things. Um, I would say, wow. Um, I'm reading about now I have to grab my books. The founder of ah, Hyundai. And that's a fascinating story. Uh, you know, grew up with nothing, ah, and left um, to build his own way. And I'm actually in the middle of his book now. But it's just like constant hardships and uh, you know, and I think um, another book actually their, Their uh, biographies are really similar. It's in terms of the name, it's called My Life, My Story. And another one is, you know, Henry Ford. Uh, of course if you ask people what they wanted, they say a faster horse. And I think just uh, thinking about that. And then another one, an incredible architect, uh, that um, his just the designs, uh, and a lot of them focus on California and the. Really preserving the landscapes, but also his life. It's crazy as well. Uh, went to war, almost died, um, came back and really had ah. And that's when he started the building career. And I just love learning about. And uh, I think it brings a lot of comfort in the. This entrepreneurial journey when you dive into the actual things that happen. Uh, you know, uh, James Dyson read his several times. It's like 5,000 plus, over 5,000 prototypes to get it right. And uh, you don't often glorify those moments that. Where a company almost, you know, didn't make it and these really difficult challenges that they face. And so um, I'd say the common thing with uh, the guests. Oh, and of course, I know this might be cliche, but Steve Jobs, I think there's just something about his way of thinking, the design between uh, technology that people love to use and um, the art side of it as well. Um, but I think that would be an interesting. Now I'm going to uh, create this scenario and ask what the discussions would be about. Uh, but yeah, it was interesting, I'd say.

Speaker A: Um, but you mentioned the founder of Hyundai, uh, Chung Ju Yung, who was born in North Korea. Yeah. And then, I mean he could be a very. Would have been a very fascinating guest at the dinner table. What he did and what he accomplished during his life and how he was looking for the reconciliation uh, of the country because he was from uh, um, what is currently North Korea. And then he escaped eventually, if I'm not mistaken. So that's a very interesting book you're reading.

Speaker B: Oh, it's wonderful. And it's really. Well, uh, the design's amazing. But also he brought the Olympics to Korea. Uh, and just a Lot of firsts. I think it's, it's all these people. I said it's, it's because uh, they kind of were the first to do uh, a lot of things that were seemingly impossible. But uh, and I think that's really special and the impact that they've uh, brought to everyone's life. They all saw a brighter, more efficient world, I think.

Speaker A: Yeah, very good. You know, that could have been a very nice dinner conversation you had with these historical and larger than life personalities. Well, Jesse, well, um, thanks very much for uh, our conversation today. Uh, it's gonna be one of my highlights of this year having the conversation with you. I learned so much about what you're doing and also how you see the importance of uh, creating comfort and creating great hospitality for people, but also how to use the technology in the way that it is advancing the guest comfort and the trust in the place they're going. So that's very nice that you have taken the time and uh, uh, I wish you all the success in what you're doing and uh, look forward to. Well, I have to bring you back another time. We can continue the conversation.

Speaker B: Yes. Hey, in a year I'm sure there will be a lot of advancements but you know, I did think about the personality because you said what personality would guest OS reflect? And I'm like this actually. Come here, come here. Little m. This Remy Remy would be the personality and she is just, she was, she was taking a nap. But this really the fierce uh, kind to everyone and uh, even though she's all of nine pounds, she uh, tries to keep everyone safe. So it's, it's an incredible thing. And uh, yeah, ah, she's just my co pilot in this uh, journey. So have uh, to give her a shout out.

Speaker A: Thanks for joining us this week on the social hotelier show. Make sure to Visit our website thesocialhoteliershowblueberry.net where you can subscribe to the show in Apple Podcast, Spotify, Google Play or via rss. So you never miss a show while you're at it. If you find value in this show, we appreciate a rating in Apple podcast. Or if you simply tell a friend about the show, that will help us out too. Be sure to tune in for our next episode.