Hotel technology has seen some amazing progress – though it may seem to be in a state of chaos at the moment, writes Pete Simpson. In this article, he makes a compelling case for coming together to build an “Enterprise Hospitality Framework” that would allow the industry to extend the hospitality eco-system beyond the confines of the hotel, and deliver amazing, targeted, data-driven recommendations and offers to customers. To make this happen, he says, it will require fearless vendors and the combined voice of the hotel chains.