In this episode of Hotel Moment, Karen Stephens sits down with Bashar Wali, founder and CEO of Practice Hospitality and This Assembly. With over three decades of experience in the hospitality industry, Bashar brings a refreshing perspective on creating immersive and human-centered hotel experiences.

Tune in as they discuss:

• Why passion is the most underrated quality in hospitality and how looking at human behavior, rather than trends, creates lasting impact
• How hotels can balance technological innovation with the crucial element of human connection
• The difference between "memorable" and "forgettable" hotels, and why this distinction matters more than traditional ratings
• Why loyalty programs often miss the mark, with Bashar declaring "Points are not loyalty. Points are bribery!"
• How hotels can learn from retail's commitment to removing friction from the customer journey
• The concept of ultra-personalization as the future of luxury in hospitality
  
  

Bashar also shares his perspectives on hotel marketing in the digital age, the misuse of "Instagrammable moments," and why hoteliers need to think of themselves as retailers with perishable inventory. His candid insights challenge industry norms while offering practical advice for hoteliers seeking to create meaningful connections with their guests.

If you enjoyed this episode, don’t forget to subscribe, rate, and review it on Apple Podcasts and Spotify. Instructions on how to do this are here.

Connect with Bashar Wali here:

• LinkedIn
• Practice Hospitality
• This Assembly

Connect with Karen here:

• LinkedIn
• Revinate

Follow the podcast here:

• LinkedIn

Episode Highlights:
[10:05] The importance of human connection - Bashar emphasizes that without human connection, hotels become mere commodities. "If I don't connect with you, you're just a place. I walk in, I walk out, I get what I need, I move on." He argues that while technology can streamline processes, the hospitality industry must not lose the human touch that makes experiences memorable. Hotels need to balance efficiency with creating opportunities for meaningful interactions that make guests feel they belong, rather than just providing shelter.

[13:17] The misconception of loyalty programs - In one of the most candid moments of the episode, Bashar declares, "Points are not loyalty. Points are bribery!" He challenges the industry's reliance on points-based loyalty programs, suggesting that true loyalty comes from making guests feel seen and understood. Using examples from his own experiences, he illustrates how personalization and anticipating guest preferences create genuine loyalty that outlasts any points-based incentive system.

[08:50] Technology's role in removing friction - Bashar views technology's purpose in hospitality as removing friction from the guest experience. "Technology's job is to remove the friction," he states, pointing to how airlines have streamlined processes while still maintaining human interaction during flights. He criticizes the hotel industry for being "dinosaurs" when it comes to technology, particularly in booking processes, and advocates for using technology to eliminate administrative tasks so staff can focus on meaningful guest interactions.

Chapters:
00:00 - Intro02:10 - The role of passion in hospitality and the pitfall of trend-chasing05:24 - The difference between memorable and forgettable hotels07:35 - Balancing technology and human connection in hospitality10:05 - Why tribal connection matters in guest experience12:23 - Ultra-personalization as the future of luxury15:34 - The role of emotional intelligence in service18:00 - Beyond points: Creating true guest loyalty19:22 - Redefining CRM in hospitality21:03 - Authentic content vs. manufactured "Instagrammable moments"25:22 - Digital marketing strategy for the modern hotel29:12 - Brand building as a long-term investment30:20 - Advice for operators: Partnership over service provision

If you enjoyed this episode, don’t forget to subscribe, rate and review it on Spotify and Apple Podcasts. Instructions on how to do this are here.
Hotel Moment Podcast is handcrafted by our friends over at: fame.so

Previous guests include: Shannon Knapp, CEO of Leading Hotels of the World (LHW), Patrick Norton of Brittain Resorts & Hotels, Shawn Jereb of Montage International, Carlo Del Mistro, Chief Digital Officer of Ennismore, Jason Pirock of Springboard Hospitality, and many more.

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If you'd like to be a guest on an upcoming episode of Hotel Moment, we'd love to hear from you! Our podcast reaches thousands of hospitality professionals worldwide, and we're particularly interested in perspectives on:

• Innovation in hospitality technology
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