Frank Reeves is Chief Evangelist at SHR Group after having been co-founder and CEO of Avvio. At Avvio, Frank was doing AI in travel long before ChatGPT and digital key automations were even being discussed in the hotel industry. Susan and Frank talk about how hotel guests are like serial killers, how cancellations can be de-risked with data, and how three wet lads worked their way to a successful exit.