“Customers are looking for unique experiences”: Karine Morot-Gaudry’s vision for the hotel industry, Deputy CEO of Logis Hôtels Group

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Independent hotels facing new expectations

Leading Logis Hôtels' strategic, digital, and marketing projects, Karine Morot-Gaudry has been guiding the transformation of Europe's leading collective of independent hotel-restaurant owners for several years.

She sees a clear underlying trend emerging: travelers are increasingly seeking authentic, local, and personalized experiences.

“Customers are looking for unique experiences”

This trend benefits independent establishments, capable of offering a unique experience, rooted in their local area and driven by strong personalities.

But authenticity alone is no longer enough. Hoteliers must now contend with challenges related to digital visibility, customer loyalty, distribution, and customer data management.

AI is already changing booking journeys

Among the topics discussed, artificial intelligence naturally holds a significant place.

Karine Morot-Gaudry observes a rapid shift in search behavior. Travelers are no longer content with typing a few keywords into a search engine: they are now asking complete questions to conversational assistants to plan their stays.

A transformation that could reshuffle the deck for the visibility of tourist establishments and is already prompting industry players to adapt their digital strategies.

However, technology must never overshadow the essential: the human experience.

Transforming without compromising authenticity

One of the episode's major takeaways lies in this balance between innovation and hospitality.

With the proliferation of tools, distribution channels, and technological solutions, hoteliers must manage increasing complexity, even as their priority remains welcoming travelers.

For Karine Morot-Gaudry, the role of a group like Logis Hôtels is precisely to absorb this complexity so that professionals can focus on their core business.

Technology must remain a means to improve the customer experience and the performance of establishments, without ever overshadowing what makes hospitality so rich: human connection.

Voix du Voyage, the podcast for tourism decision-makers

The Voices of Travel features leaders, experts, entrepreneurs, and innovators who are shaping the tourism industry.

Episode after episode, the podcast explores the major transformations in the sector through those who experience them daily: hoteliers, transport providers, destinations, digital players, customer relations specialists, and business travel professionals.

With Karine Morot-Gaudry, the podcast continues its mission: to highlight the personalities shaping tomorrow's tourism and share their visions with the entire ecosystem.

Episode available:

• on all listening platforms: Spotify, Apple Podcasts, Deezer, Amazon Music, etc.

• on YouTube https://youtu.be/YeaA3vDopuk

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Podcast produced by HDB Solutions

HDB Solutions is the specialized contact center for tourism industry players. The company supports brands in managing their customer relationships, sales, and traveler interactions across all communication channels.