In his position, he oversees IT and cybersecurity for the entire company. Prior to joining the company in 2014, he served in senior-level technology positions at Trump Hotels and at the Ritz Carlton Hotel Company.

One of Brunnett’s primary and ongoing technology initiatives is security. “There are unimaginable numbers of bad actors trying to infiltrate our network every day,” he said. “We have to maintain a security posture that doesn’t allow breaches of any kind.” He has succeeded spectacularly in that effort; the organization hasn’t had a breach in years. But it’s a constant challenge that involves regular software updates, routine security audits, staff training, monitoring of network traffic for anomalies, and ensuring the company is compliant with current data protection regulations.

Another major initiative—the culmination of a two-year project that went live in December—is the development of a website and booking engine that enables guests to reserve rooms, golf tee times and spa appointments at the same time without interaction from an outside entity. “This is really extraordinary,” he said, noting that his team built the technology from the ground up with the help from some of its vendors.

Brunnett says the company was thrust into a strange and unprecedented place after Donald Trump won the presidency in 2016. “Almost overnight we went from a skeleton crew of IT staff to a solid and secure all done-from-the-inside staff of 30 people in order to make sure our data was safe.” He also oversaw the transformation of the company’s network and infrastructure, which included a comprehensive redo of the IP scheme. “We implemented new mail systems, new storage, new domains, and completely overhauled everything as if we were creating a new company.”

Yet another initiative has been a move to the cloud, a project he began eight years ago. “We no longer have local servers at any of our properties,” he said. “It just makes sense, as it’s not only more cost effective but also less risky than on-premises technology.”

As for the future, Brunnett is keeping his eye on artificial intelligence. “We now have application sets that expand across our businesses, which makes it easier for us to implement machine learning and AI,” he said, adding that it also allows the Trump Organization to harvest valuable data it might otherwise miss. That will be particularly helpful as the company markets its private golf club memberships. “I want to know if I have a frequent hotel guest who lives near one of our golf courses but isn’t a member so that we can contact that person and refine our offerings.”

Ironically, Brunnett also hopes that AI will enable employees to gain some distance from technology. “Our goal is to get staff off their computers and other devices,” he concluded. “They’re hired because they’re hospitality professionals, and they should be out there among our guests being hospitable.”

ERIC’S INDUSTRY PREDICTIONS:

AI WILL PROLIFERATE. “ALTHOUGH THERE PROBABLY WON’T BE ANY ENORMOUS BREAKTHROUGHS IN THE NEXT THREE TO FIVE YEARS, I BELIEVE REGULATIONS WILL BE LOOSENED SO THAT MORE INNOVATION IS ALLOWED.”

CLOUD TECHNOLOGY WILL CONTINUE TO GROW. “IT DELIVERS INCREASED FLEXIBILITY, RELIABILITY AND EFFICIENCY, AND IT ALSO IMPROVES INNOVATION,” HE SAID.

PERSONAL INTERACTION WILL MAKE A COMEBACK. “AT THE END OF THE DAY, GUESTS ARE SOCIAL CREATURES AND THEY YEARN FOR CONNECTIONS WITH OTHER PEOPLE. ABOUT 10 YEARS AGO, WE WERE GOING THE OTHER WAY, BUT I BELIEVE THE PENDULUM IS SWINGING BACK.”