Building Sustainable Hospitality with Marc Laros (The Usual Hotels)

In this episode of Pillow Talk Sessions, Marc Laros, CTO of The Usual Hotels, explains how sustainability, technology, and guest experience can be designed as one integrated operating system.

The Usual Hotels is building toward becoming Europe’s most sustainable hotel brand, targeting 20 hotels in five years. Rather than treating sustainability as a layer, the company embeds it into how hotels are built, operated, and measured.

At the same time, a flexible, API-driven tech stack and growing use of AI are transforming operations. From frictionless check-in to automated backend workflows, technology is used to remove complexity and allow staff to focus on delivering meaningful guest experiences.

The conversation explores how hospitality can evolve by aligning sustainability, automation, and human service into one coherent model.

Key themes explored:

Why sustainability must be embedded into operations
How transparent reporting builds trust and accountability
Using AI across guest communication and operational workflows
Why automation should enhance staff roles, not replace them
How frictionless journeys improve both efficiency and experience
The importance of flexible, API-driven infrastructure
Why community engagement is central to modern hospitality brands

For hospitality and technology leaders, this episode highlights a clear shift. The future of hospitality will not be defined by sustainability or technology alone, but by how effectively they are integrated.

#SustainableHospitality #HotelTech #AIinHospitality #DigitalTransformation #GuestExperience #PillowTalkSessions

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