He grew up in the Cook Islands, left for business school, and planned on a career far from home—until a family visit collided with a national crisis. The government was broke, tourism was collapsing, and the prime minister asked him to help. Tata Crocombe wrote a recovery plan, stepped in as an accidental hotelier, and rebuilt from the ground up—stabilizing a flagship on Rarotonga and later growing a portfolio that now includes an acclaimed private-island resort on Aitutaki. Along the way, the destination rebounded from roughly 20,000 annual visitors to about 180,000, with ownership and hospitality rooted in the local community.

Today on the show, I’m joined by Tata Crocombe, owner-operator of The Rarotongan and Aitutaki Lagoon Private Island Resort in the Cook Islands—and a self-described AI-first hotelier. For Tata, AI isn’t branding; it’s throughput. His teams now co-pilot with models every day: wedding quotes that used to take three hours take thirty minutes, reservations productivity has doubled, and direct conversions are up more than 100%—millions steered from OTA commissions back to the P&L. The goal isn’t fewer humans; it’s better work for more humans. AI clears the paperwork so staff can deliver the moments guests actually remember.

We also zoom out. Tata sees leisure shifting from “bed + breakfast” to membership-style communities built around passions—outrigger canoeing today, thousands of micro-affinities tomorrow. Big flags will splinter from dozens of brands to hundreds; independents will sharpen identity; and individual properties will matter more than the mothership. Social will spark desire, AI will personalize and convert, and owner–brand contracts will get far more flexible. Underneath it all sits a broader scorecard: guest joy, staff wellbeing, operational efficiency, profitability—and being a good neighbor to the island and the environment.

Visit The Rarotongan’s website to book and learn more.

Visit Aitutaki Lagoon Resort’s website to book and learn more.

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