Twenty years of the same conversation.

Hotel Tech Advisory is built by Michael Johnston — twenty years advising independent hotels and international brands on technology strategy and vendor selection, across the UK, Ireland, the US, and the wider EU.

The conversation was always the same. A GM, drowning in vendor outreach, asks the only person in the room not selling anything: what would you actually do here? The honest answer took six weeks to research and cost $5,000 to write down — so most properties never got it. They decided by gut, by incumbency, or by whoever called last.

This product is that answer, productised. The scoring model is the advisory practice formalised: the same questions, the same trade-offs, the same standards — encoded once, delivered in minutes, priced so an independent operator can actually buy it.

No vendor pays to be in the database, ranked, or recommended. Revenue comes from hoteliers, which is the point.