What’s Next for TravelTech? An Insider's Perspective

To discuss what lies ahead for the industry, we spoke with Iana Petrova — a product manager with over a decade of experience in TravelTech and a member of the international software development association Smartsng.dev.

In 2014, when the Russian hospitality market was searching for ways to grow, Iana and her team at Bnovo looked for an unconventional path — and found it in technology. At the time, automation was seen as a luxury for hotel chains, and the word “integration” sounded intimidating to most independent hoteliers.

Since then, much has changed. As part of Bnovo’s executive team, Iana played a key role in transforming the company from a small startup into a leading TravelTech developer. Under her leadership, Bnovo became the first certified Russian partner of Google Travel and launched an open API platform for TravelTech developers worldwide. These innovations helped the industry survive the pandemic, opened new sales channels, and brought automation to small eco-hotels in remote regions.

Now based in Silicon Valley, Iana takes a broader, strategic view of the industry. In this interview, she shares her forecast: which technologies will truly reshape tourism, how automation can stay human-centric, and why innovation begins not with code — but with empathy.

What was the industry like when you first started — and what was considered “technology” back then?

When I entered the industry, “hotel automation” mostly meant sending bookings by fax — literally. A guest would call a travel agency, a manager would phone several hotels, print out a confirmation, and fax it to the property. Many hotels didn’t even have a website — at best, a listing on a third-party catalog. Small business owners believed tech “wasn’t for them” — too expensive, too confusing, too risky.

Against that backdrop, our team at Bnovo was doing what felt revolutionary. We promoted the idea that even a small hotel in a rural area or provincial town could access the same tools as major chains. We introduced channel managers, booking engines, APIs, integrations with banks and payment systems, and even Google Travel — including participation in national tourism stimulus programs.

But it all began with solving overbookings — and simply bringing order to the chaos of managing reservations across multiple channels.

You were part of the team that helped Bnovo become a TravelTech leader in the region. What were the key steps that made this leap possible?

In short — three things: building our own product, standardization, and the courage to go where no one had gone before.

The first game-changing decision was to stop relying on third-party software. We started out as the exclusive distributor of a foreign PMS, but we quickly realized that without control over the product’s architecture, we were limited. So, we found a way: we assembled a separate team and quietly began building our own software. Later, Bnovo acquired that project, and that marked our transformation into a true technology company.

Second — we embraced openness. We built an API platform (OTA Gateway) that enabled external developers to build their own tools on top of our infrastructure. It was a strategic move: instead of locking people into our system, we created an ecosystem.

Third — we were not afraid of unconventional projects. We became the first in Russia to integrate with Google Travel. We built the technical infrastructure for the national “Tourist Cashback” program in just a few weeks. We designed tools specifically for eco-hotels — a segment no one considered “digitally ready.” We went where there was no competition, but where there was real need.

All of these steps involved risk. But they’re exactly what gave us market leadership — not in marketing terms, but in terms of actual value to the industry.

What are the most common mistakes companies make when implementing automation in hospitality?

They start with the technology — not the problem. Very often, a hotel buys a “module,” “bot,” or “CRM” simply because it’s trendy or “everyone’s using it” — without any clear understanding of how it will actually improve the guest experience or make staff more efficient.

The second mistake is overcomplication. Many systems are overloaded with features but can’t handle the basics — syncing reservations, sending a clear confirmation to the guest, or connecting to a payment system. I’ve said it many times: automation is not about the number of buttons — it’s about scenarios. How fast and easily can a person get the result they need? Simplifying is always harder than adding more.

The third mistake is ignoring context. What works for a business hotel in a city doesn’t work for a countryside eco-lodge. Automation has to be flexible — down to the detail of whether the owner even has reliable internet access.

And finally — onboarding is often overlooked. A system can be great, but if there’s no training, support, or a clear structure — people won’t use it. At Bnovo, we built an entire education ecosystem: help centers, tutorials, webinars, and even an automated onboarding funnel that allowed customers to get started without ever speaking to a manager.

Automation isn’t software — it’s a service. And the sooner companies realize that, the better their results.

In your opinion, what distinguishes “successful” automation from superficial implementation? Is there a formula that actually brings value?

Successful automation is the kind you don’t notice. The guest doesn’t think about it — they just check in quickly, get their invoice, and pay. The hotel owner doesn’t complain — they say, “It’s convenient. I save twice as much time now.”

Superficial automation is when the box is checked, but the outcome is missing. The system is “live,” reports are being generated, but bookings are lost, staff are confused, and guests receive duplicate emails. That’s a sign the product is working in isolation, not in harmony with the business.

I’ve always looked at automation as a scenario: every person in the hotel has a goal, and the technology should help them achieve it — not add friction. Good automation is when the system adapts to the person: their pace, their understanding, their workflow.

If I had to express it as a formula, I’d say:
(UX × Context) + Simplicity > Functionality.
UX without context? Useless. Context without simplicity? Overload. And simply adding more features? Not a solution at all.

Automation should be scenario-based, not feature-based. And it should start not with the interface — but with one simple question: what is the user actually struggling with?

What technologies are already changing the rules of the game in the hotel industry today?

The most important one is open APIs and data standardization. It might not sound as flashy as “AI” or “chatbots,” but it’s what makes ecosystems work. When we launched OTA Gateway, it allowed dozens of other teams to build their own products on our infrastructure. It’s like building a road — and then CRMs, revenue management tools, AI systems can all drive on it.

Second — deep automation of core processes. This isn’t just integration — it’s full workflow automation where everything works without human input: reservation → payment → notification → receipt → report. When the entire chain is closed, businesses can finally scale.

Third — onboarding and self-service. A strong trend is being able to connect a hotel in 10 minutes. No phone calls. No Zoom meetings. At Bnovo, we built an automated onboarding funnel, and it drastically accelerated growth, especially in regional areas.

And finally — real-time analytics and the ability to “learn from your data.” Even the smallest hotel should understand who is booking, where they’re coming from, and at what price. It gives not just transparency — but confidence in decision-making.

The technologies that truly change the game are the ones that become invisible. They don’t shout — they just quietly do the work, accurately and fast.

How do you see the role of artificial intelligence in TravelTech over the next 3–5 years?

AI in TravelTech isn’t science fiction anymore — but it’s not a magic button either. It won’t replace humans, but it will dramatically reduce the cognitive load on staff and hotel owners.

The first stage is smart assistants: AI can analyze demand, suggest pricing, and automate guest communication. Even now, GPT-based models help write review replies, process requests, and adapt room descriptions for different booking platforms.

The next step is predictive models: systems that recommend when to raise prices, where you’re losing conversions, which guest segments are dropping off. Not just reports — but actual “here’s what to do” suggestions.

But most importantly, we’ll see the rise of adaptive systems — those that learn based on a hotel’s specific needs and guest behavior. That’s true AI: not a template, but contextual personalization.

It’s critical to understand: AI doesn’t create value on its own. It creates value when embedded into a strong infrastructure and process logic. If your system is a mess, AI won’t fix it — it’ll just accelerate the chaos.

In the coming years, AI will be especially valuable for small hotels. They don’t have an analytics team, or a revenue manager. AI can become that team — compact, affordable, and always available.

How do you think the interaction between guests and hotels will evolve in the future?

It will become seamless and scenario-driven. Guests will interact less with interfaces — and more with pure experience. They won’t think “I’m using a system” — they’ll just travel, and everything else will “happen by itself.”

Today, a guest makes a booking, gets a confirmation, checks in, receives a key, pays, leaves a review — all separate actions. In the future, it will be a single, continuous digital scenario, with the technology completely in the background.

And yet, paradoxically — the more automation we have, the more human warmth will matter. A robot is fine — but a genuine smile from the receptionist at the right moment? That’s what builds loyalty.

Ideally, technology should free up staff from routine, so they can focus on emotion, empathy, and the guest experience. AI can answer the FAQ — but a person is the one who makes your day.

We’ll also see real-time personalization: not just “the guest has returned,” but “the guest just landed after a long flight, so we made their favorite coffee and adjusted the bed angle because last time they mentioned back pain.”

And another major shift — guests will increasingly interact directly with the technology: not with staff, but with an interface, chatbot, app, or voice assistant. That means hotels must learn to “speak” — not just through people, but with clarity, empathy, and simplicity in digital channels.

What do today’s TravelTech startups lack in order to truly impact the industry?

They often lack an understanding of real-world conditions. Many TravelTech startups build their products based on trends — they see a buzzword, design a sleek pitch deck, throw in some AI and an Airbnb-style interface. But then they show up at an actual hotel — and there’s spotty Wi-Fi, staff afraid to touch new systems, and an owner who doesn’t even open email.

The second problem is tech-first thinking instead of scenario-first thinking. It’s not about building a “super system” — it’s about solving a specific pain point. For example, not “a review manager,” but a way to prevent a negative guest review from ever reaching Booking.com. Not “a payment module,” but “a guest paid instantly and without needing to call.”

Third — a lack of depth in the industry. Travel isn’t just hotels or reservations. It’s logistics, insurance, experiences, local guides, cashback systems, B2B payments. But many startups just try to “copy Airbnb” or “add AI to a booking system” without digging deeper.

And finally — a lack of patience. Travel is a slow-moving industry. You can’t go viral in three months here. You need to integrate, earn trust, and live through seasonal cycles. Some of our biggest deals at Bnovo took years — but that’s what made them sustainable.

Startups need to pitch less and listen more. Spend more time “at the front desk.” Because the best ideas in this industry don’t come from Figma — they come from conversations with housekeepers, receptionists, and exhausted hotel owners.

If you were launching a new TravelTech product today, where would you start?

I’d start with one scenario, one pain point, and one user type. Not with a platform. Not with a funding pitch. But by asking: “What recurring task frustrates hoteliers the most — and how can we reduce it to a single action?”

For example, I’d build a product that helps a small hotel go online in one day. No negotiations. No integrations. No five discovery calls. Just a button — and suddenly the property has a website, booking channels, payment options, auto-replies, a tax-compliant setup, and a ready-to-use guest agreement.

So no — I wouldn’t create “innovation for innovation’s sake.” I’d solve a basic but scalable problem, the way a time-strapped owner would want it solved: fast, clear, and bulletproof.

And I’d invest not only in the tech — but also in language, interface, and delivery. Because TravelTech often builds great products that simply don’t know how to talk to people. But even a robot should sound human.

In an ideal world, my product would feel like this:

“Technology that quietly works — and says nothing if everything’s going fine. But if it speaks, it does so with purpose and respect.”