Peter Twachtman, CEO of Lark Hotels, is set to attend Hotec Operations, an annual conference presented by Questex, the parent company of Hotel Management. At the conference—scheduled this year for May 19-21 at the Caribe Royale Orlando in Florida—buyers meet one-on-one with hospitality-focused suppliers to learn about new products and services and to keep up to date on emerging trends.
Ahead of the conference, Twachtman talked about the strength of the boutique sector, implementing technology and how hoteliers are handling shifting costs.
1. What are you most excited about for your company in 2025 (and beyond)?
We are the largest operator of small assets (under 125 keys) in the U.S. I am wildly excited for 2025 as we work with programatic partners to build out our internal brands, to include Lark Hotels, AWOL, Blind Tiger and Bluebird. 2025 and beyond will be the years of the small independent asset as travelers search for properties that offer more than just a place to stay, with a desire to stay in thoughtfully designed hotels with soul and purpose that focus on experiences and immersion in markets.
2. What are some of the biggest operations-related changes you’ve seen in the hotel industry over the past year?
Revenue makes everything easier. The boutique sector saw strong past years. [2021, 2022 and 2023] were record breaking. 2024 saw some market restriction and ’25 will be a fight for top line.
Additionally, managing the middle will be top priority as cost continue to rise. Some assets are harder to pencil out with the cost of debt, insurance and taxes impacting the ability to flow. People are always our priority ... a continued focus on training, skill-setting and teaching the necessary mindset to manage in the moment to capture all top-line opportunities and mitigate cost.
3. How has your business adjusted to these changes?
We remain very nimble. We went through a large tech-based transition this year, flipping out and installing a new [property-management system] and a [point-of-sale] solution across 80 assets. We are fully integrated throughout all of our systems, allowing operators to focus on the business in front of them verse to much time in the back-office.
4. What are some trends you think will have staying power beyond 2025?
Sustainability, emphasis on personalization, technology. Increased use of [artificial intelligence] for personalized guest experiences, rise in wellness tourism. Guest experiences that go beyond the basics.
5. How are you incorporating new technology, especially AI, into your business?
We installed a new PMS, POS, up-grade selling platform [and] sales platform. We use AI in all of these solutions. We're also using AI for smart scheduling [and] proforma writing.
6. What steps are you taking to improve sustainability in the industry?
We need to educate the traveler. So many travelers want to do the right thing, or think they do ... and at the same time they show up with numerous disposable items, coffee cups, water bottles, bagged goods ... and then they say, “What are you doing as an industry to reduce waste?” We need people to start with themselves.
7. What is the biggest challenge you have overcome over the past year? How did you overcome it?
We merged another group, 35 assets into our company in just a few months.
This was the focus of a large group of people, strong timelines, dedicated and consistent follow-up, strong planning.
8. What is the value of meeting hospitality suppliers one-on-one?
I believe everything is based on relationship. The more the supplier knows us and us them, the more apt we are to support the other, to give feedback—both positive and constructive as our success is based on the other’s.
9. What do you hope to accomplish at Hotec this year?
Meeting some great vendors. I always think if I can form one relationship and take it forward, then that's the definition of success.
Hotec Operations will take place May 19-21 at the Caribe Royale Orlando. Applications are open for buyers and suppliers.