He also drives IT strategy to fuel growth within the burgeoning sports betting sector. Before joining Seminole Hard Rock three years ago, he spent six years in technology leadership roles at MGM Resorts.

One of Johnson’s key achievements at Hard Rock has been the launch of Unity by Hard Rock, a global loyalty program that allows guests to earn and redeem points across various touchpoints—hotel stays, dining, gaming and retail—at Hard Rock locations worldwide. Recently, Seminole Hard Rock partnered with Royal Caribbean International and Celebrity Cruises to offer reciprocal benefits, expanding reward opportunities for guests. The project started two years ago, and the final properties are currently being onboarded.

Additionally, Johnson is modernizing the hotel's digital infrastructure by transitioning from the current property management system to a cloud-based solution. Moving to the cloud provides faster and more reliable connections as well as seamless and cost-effective upgrades. It also boosts flexibility while enhancing security. "Protecting guest and company data is paramount given the escalating security concerns and evolving data privacy regulations," he said.

Johnson and his team are also exploring the potential benefits of robotics and artificial intelligence through several pilot projects. "We aim to understand the role of these emerging technologies within the hospitality sector and how they can enhance the guest experience," he said. One pilot project evaluated the effectiveness of robots for vacuuming and polishing floors in convention and conference spaces. Initial feedback has been positive. "Implementing this technology would allow our team members to focus on more specialized tasks."

Moving forward, a primary focus for Johnson and his team will be to maximize the value-added benefits of the Unity by Hard Rock loyalty program. "We strive for an omni-channel, immersive experience," he stated, adding that he plans to enhance the program by integrating digital capabilities and providing highly curated offers. "Our goal is to deliver a consistent, personalized and deeply engaging experience for guests, regardless of how or where they interact with our brand," he concluded. "Hard Rock prioritizes people, and we are committed to finding innovative ways to connect with our customers."

THOMAS’S INDUSTRY PREDICTIONS:

HYPER-PERSONALIZATION WILL BE DRIVEN BY ARTIFICIAL INTELLIGENCE. "ADVANCEMENTS IN AI WILL ENABLE US TO DELIVER HIGHLY PERSONALIZED EXPERIENCES, WHICH WILL BE A KEY DIFFERENTIATOR FOR SUCCESSFUL BRANDS."

THE METAVERSE AND WEB 3.0 WILL RESHAPE THE INDUSTRY. "THIS IS THE NEW FRONTIER, AND HOTELS THAT EMBRACE THESE TECHNOLOGIES EARLY WILL GAIN A COMPETITIVE ADVANTAGE," HE SAID.

THERE WILL BE A SHIFT TOWARD OPEN SOURCE, CLOUD-BASED SOLUTIONS. "THIS WILL EMPOWER HOTELS TO EASILY ACCESS AND UTILIZE DATA, IMPROVE EFFICIENCY, CUSTOMIZE SERVICES AND INTEGRATE WITH OTHER APPLICATIONS."