In today's episode, hosts David Millili and Steve Carran sit down with Eric Lutz, CEO of Olive. A California native who started his career as an overnight front desk agent, Lutz shares his journey from hospitality operations to founding a hotel technology company. The conversation explores how Olive's personalization platform is helping hotels improve their digital presence and direct booking experience, while discussing broader industry trends including AI adoption, labor challenges, and the future of independent hotels. Lutz offers valuable insights on balancing operational efficiency with guest experience and shares his vision for hospitality technology in 2025. The discussion culminates with his passionate take on why hospitality remains an exciting and growing industry, despite current challenges.Key Topics:  How has Olive improved hotels' direct business and revenue? What does Olive's platform do for hotels? Why are hoteliers hesitant to adopt new technology? What role does AI play in improving guest service? The prediction for the independent hotel sector in 2025? Sponsor spot: This episode is sponsored by Olive. Join the conversation on today's episode on The Modern Hotelier LinkedIn pageThe Modern Hotelier is produced, edited, and published by Make More Media Links:Eric Lutz: https://www.linkedin.com/in/eric-lutz-%F0%9F%AB%92-4871b067/ Olive: https://www.tryolive.com/ For full show notes head to: https://themodernhotelier.com/episode/105 Follow on LinkedIn: https://www.linkedin.com/company/the-... Connect with Steve and David:Steve: https://www.linkedin.com/in/%F0%9F%8E...David: https://www.linkedin.com/in/david-mil