Welcome, wherever you are in the world.

Whether you're on a late shift behind the front desk, catching your breath between back-to-back check-ins, or reading this over coffee before your next big idea , I’m glad you’re here.

This is PushTheButton and this week, we begin a new chapter.

Inspired by the stories unfolding in lobbies, kitchens, boardrooms, and data labs around the world, On the Horizon is growing beyond the written word. In the coming weeks, PushTheButton will become a podcast - a living, breathing conversation about the evolution of hospitality. Voices from the front lines and the corner offices. Interviews with dreamers, doers, and disruptors. Real people shaping the future of where we stay, connect, eat, and belong.

But it’s not just about me sharing with you. It’s about you being part of this.

If you’re building something in hospitality , an idea, a tech platform, or a mindset shift or if you just have a story that deserves to be heard, I want to feature you. Reach out. Let’s talk. Let’s share your work, your vision, and your take on where this industry is headed. Big or small, polished or messy: it all matters. You matter.

You can always contact me directly to be included in a future article, interview, or podcast episode. There’s no filter here. No gatekeeping. Just real stories and big ideas.

Now, let’s dive into what’s happening this week in the ever-moving, ever-magic world of hospitality innovation.

This Week in Hospitality Tech

The momentum in hospitality innovation is undeniable right now. One of the biggest stories this week is Hilton’s pilot launch of its AI Concierge system — a bold collaboration with NVIDIA and Microsoft Azure. This isn’t just another chatbot; it’s designed to remember preferences across visits, adapt in real-time, and create personalized guest experiences that feel surprisingly human. From room temperature to pillow type, everything is tuned to your behavior.

Read the full description here.

Meanwhile, Marriott is stepping into the digital identity space in a big way. They're testing a new blockchain-based check-in system that allows guests to own and control their travel identity. No more fumbling for ID cards or apps. Your information is securely stored, portable across chains, and verified instantly.

Learn more about Marriott's ID program.

At the Lisbon Hospitality Sustainability Summit, technology took center stage not just for convenience, but for climate. One standout story came from a hotel group in Porto that has cut its water usage by 37 percent using dynamic room sensors that respond to real-time weather and occupancy data. From AI food waste tracking to carbon impact dashboards, the message was clear: tech can help us be better stewards of our spaces and our planet.

Explore Lisbon's sustainibility innovations here.

And then there’s Google, quietly but powerfully testing a Maps-based tool that lets hotels track where their next guest might come from. By analyzing real-time guest search intent, location movements, and local interest signals, hotels can start to predict booking trends before the booking even happens. Discover how Google is reshaping hotel demand prediction.

Each of these shifts represents something deeper. It’s not just innovation for innovation’s sake — it’s about building more responsive, human-centered systems for a new era of travel. That’s the heartbeat of this newsletter and the future of our industry.

This Week at On the Horizon

Traffic on our website grew by 22 percent this week. More people are reading, sharing, and subscribing than ever before. I see every new name on the list and feel grateful that you’re investing a few minutes of your week here.

The most-read piece this week was “The Front Desk Isn’t Dead — It’s Just Downloaded”, which explores how hospitality is shifting from desk-based interactions to experience-driven ecosystems. If you haven’t read it yet, it’s a great one to start with.

Explore the Archive

Our full archive is now live and growing. Whether you’re catching up or want to revisit a particular topic, everything from past insights to feature interviews is right there. This is a resource built for you — to inspire, to challenge, and to support your growth in this ever-changing space.

👉 Browse the full archive here

Final Thought

Innovation in hospitality isn’t about replacing people. It’s about empowering them; with tools, insights, and ideas that help us serve with more empathy, more precision, and more purpose. The best tech in our industry is the kind that disappears into the background, letting the human connection shine through.

Thanks for reading. Thanks for being part of this. Let’s keep imagining what’s possible.

With purpose and passion,

Rahul

Founder & Editor,

On the Horizon Amsterdam,

The Netherlands

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