Helping independent hotels compete smarter

the Future of Hospitalitytell me first, who is Jonathan Zoof? And then we gotta dive deeper into Nuvi and what you do and why you started doing it. So tell me a little bit more about yourself and where you live, Jan.

Jonatan Joseph TsuffYeah. Sure. So I I live in Amsterdam, so in The Netherlands. My background is really in the in the hotel industry, so I've worked in hotels my entire life across Europe, different countries. And I'm now, well, the CEO of Nuvi and spending a lot of my time on Nuvi, basically.

the Future of HospitalityRight. So you started in hotels. Let let let let's walk back a little bit further back to when you started and why did you start a career in hospitality. Tell me about that that timeline a little bit.

Jonatan Joseph TsuffSure. So so, basically, very early on. So my family owns a hotel in Amsterdam. So I started yes. I started to it's called Quentin Amsterdam Hotel. Quentin?

the Future of HospitalityYeah. Ring a bell, but I cannot place it. But we will talk about that later. Quentin Hotel. Go ahead.

Jonatan Joseph TsuffAnd Quentin Hotel. So, basically, I started working there. I did it from very young age, so it's all the positions. So everything you can think of from housekeeping, reception, reservations, eventually managing the hotel. And I really liked this. So I actually later on, continued to managing other boutique hotels in in Europe. So hotels in in except from The Netherlands, also in Germany, in Czech Republic, and in Spain.

the Future of HospitalityRight.

Jonatan Joseph TsuffAnd, yeah, that was basically my passion, and I it was all independent hotels. Mhmm. So no big chains, but really the more smaller, medium sized boutique hotels.

the Future of HospitalityAnd why is that? Why you choose for smaller independent

Jonatan Joseph Tsuffboutique hotels? I I I like to I mean, I I never worked in the bigger chain hotels, so I can't really but I I say say what is the big difference, but it's at least much more, I guess, informal and much more nicer atmosphere, I think, in in in the independent hotels.

the Future of HospitalityYeah. And maybe less layers

Jonatan Joseph Tsuffand easier to make changes when necessary, I guess. Correct. Yes. It's much much more personal and much more direct. Yeah. Direct lines. Yeah.

the Future of HospitalityOkay. And And Yeah. And then and then,

Jonatan Joseph Tsuffback in in I think it went back in 2015, so sorry, ten years ago, and one of the hotels I was managing, they were looking to to to change their PMS. So they are their PMS was very, like, this clunky, old, on premises PMS where it's like the opposite of user friendliness. So it was very difficult and complex also to train new staff.

the Future of HospitalityA PMS is property management system for the the the listeners who don't know what PMS is. Okay.

Jonatan Joseph TsuffYeah. It's a property management system. Simple one of the most important systems of the hotel. So we're looking in chasing that. So I went Owen did my research, research online, Google. Back then, there was no JCPT and and different events where I went to to find what we're looking for. We're looking for an affordable cloud based all in one solution for for the hotel. Yeah. And, basically, it wasn't it wasn't it didn't exist. I couldn't find it back then. I think that since that then, like, if you look at the market now, much more new companies have started, and and there's much more available currently in the market, including our own solution.

Jonatan Joseph TsuffBut back then, like, ten years ago, it was really just didn't exist. And then I knew some amazing developers, and I, yeah, made the decision. We made decision together to to start to build our ourselves and basically start moving.

the Future of HospitalitySo what is it that you were missing? I'm sorry for interrupting. What what was it that was clunky?

Jonatan Joseph TsuffWell, first of all, the but I think ten years ago, there were not a lot of cloud based, like, cloud based solutions. And, also, what you were basically having, you had either very complicated, expensive systems that's mainly used by by bigger hotels or chain hotels. And then you had nothing, basically. And then you had, like, the Excel or very small very simple solutions that really didn't do much. So there was nothing really, yeah, good and affordable and cloud based at that time.

the Future of HospitalityRight. Okay. And your your goal was well, you saw an opportunity to deliver a better service for these hotels to increase the revenues, increase engagement with customer or the guests, sorry. So you started Nuvi. Tell me more about what Nuvi exactly is.

Jonatan Joseph TsuffYes. So from from the start, it's and what is now, it's and what we say is it needs to it's an all in one solution. What does it mean all in one? It does mean that everything you really need in order to operate your hotel is include is basically built into into a system. So we're talking about the the PMS or the system, but also channel management. So there's direct connectivity with booking.com, Expedia, Airbnb, and all different booking channels. But, also, communication tools like emails or or WhatsApp to the guest and also revenue management. So regarding pricing and intelligence about how to manage that. So, really, the whole suite which, obviously, we do have a marketplace as well with integration, so you can obviously integrate any different third party system as well.

Jonatan Joseph TsuffBut you should have everything you need from our system. And then that's what was important for us, and what was also important for us that it's affordable and it's it's easy to use because we are focusing really on the small and medium sized independent hotels. Mhmm. And that is very important. And then the last part, I think, is what we always wanted to do because, I guess, also with my background, we really wanted to also offer support, like, not only sell products, but really sell, let's say, a solution. So, basically, offer support and advice to the hotel, and that's also why we we we offer twenty four seven support, and we also everybody within our support team has hotel background. So I I think that was very important. So we did that actually from the start.

Jonatan Joseph TsuffBut to be honest, going back, like, the beginning, we completely underestimated it. Right? So we we we didn't tell it was this hard. We said we thought we would build it in a few months, one year or so. But, yeah, we are still improving it every day today, and we're already, you know, eight years building it. But, you know, it's been a very long journey, but I'm I'm very proud and happy of what what we have accomplished and what we have built. Sounds

the Future of Hospitalitygood. I want to dive a little bit deeper into the details of Natur Tec itself because I understand that that was a challenge and that remains a challenge in these fast pacing days in in tech. But can you give me a real life case scenario, what you have improved with your all in one solutions or one part of that all in one solution?

Jonatan Joseph TsuffSure. So it really depends per hotel, I guess, to Greg, I gave you some cases. But in general, what we help with is basically improve the operation. So, basically, automating tasks that repetitive tasks that nobody wants to do. We we automate that, like, collecting payments from from virtual credit cards and the all these kind of things. And then we also look at improving the guest experience. So that's one part of it.

the Future of HospitalityAnd then we also example of the guest experience? Give me a Yeah.

Jonatan Joseph TsuffSo one of the things we offer, for example, is what messaging to WhatsApp and to booking.com messaging with with AI. So it's basically automate ultimately kinda reply to guest questions to these channels, to AI in in basically within within a minute and in the guest language. So really improving the guest experience that way. Wonderful. That's one example. And then and then also with revenue management, see how we can increase revenue or or increase direct bookings. These are things that we we we we assist with. And and then there are obviously if you look at our customers, it's basically the customers who made the most impact on are busy customers that the the the the I guess, the step was the biggest. Like, the change was the biggest. So we have some customers we actually moved switched to Nuvi from pen and paper. Right? They were actually look working on a book like the old fashioned way. So, obviously, there, we see a huge increase because you do first everything manually, and then you go to automate all these tasks. So, obviously, that's that's a huge, yeah, huge impact. It's like, oh, it goes by itself. It's Yeah. Yeah. That's a big improvement. No. I I I see what you mean. No. And they really said told us that they were actually eventually, they regret that that they didn't switch sooner. Right? Because yeah. But they you know, it's but there we see big big big improvements. And also some hotels, we had a hotel.

Jonatan Joseph TsuffThey were also using an old old on premise system, and they had, like, all these integrations, I think, twelve, thirteen integrations. And it was a very complicated system. So for them, it was, you know, difficult to train new staff. And, also, these integrations didn't really work smoothly, so they kept breaking. And, obviously, one system, the other system, and then, you know, it's it was not a nice situation for them, and then they switched to Nuva. And, obviously, there then you get a clean cloud based solution that I think we connected two or three integrations for them. This needed, like, accounting system and and and a POS systems or point of sale system.

Jonatan Joseph TsuffBut it was much simpler for them and, you know, training time dropped from weeks to to hours. So it's it's yeah. We see, you know, big differences and big improvements.

the Future of HospitalitySometimes after Hotels can put their energy into what's most important, that that's the the engagement with their with their guests and not sit behind a computer trying to manually put everything in. I I see exactly what you mean, and I think a lot of independent hotels or managers that are listening that are still working with, well, these old separate system, I mean maybe we can inspire them with this interview. So can you share a hotel success story that Nuvi helped create?

Jonatan Joseph TsuffYeah. So I think I think the two hotels I I just mentioned, it's like where it really switched the one switched from pen and paper to to us, but also the one from the on premise to us. So we see that we save them a lot of time, so with automation. So other things usually things that they would do manually now are done fully automated. So I think there we see a big big big difference. And also, like, some hotels like, hotels was working on paper or some other hotels, They only connect one channel or one booking channel or or just two or three. So we help them sometimes on on connecting other channels as well to basically increase occupancy or increase ADR, And we we have a big success with this. And also with direct bookings as well, we've seen hotels go from 5%

the Future of Hospitalitydirect bookings to 25% direct bookings. Oh, wow. That's a big big jump up. Big jump. Yeah. Another one day, but, yes, this is yes. No. But but but I I yeah. From five okay. And that's all because it's a one all in one solution,

Jonatan Joseph Tsuffyou think? It's not only about the all in one solution. It's I guess, in in these cases, we'll also it depends on because we we help we advise some different things. And and what I see usually with hotels and and direct bookings is that there's a lot of they they want all of those one more direct bookings, but we do see always, you know, a big room for improvement usually and and a lot of low hanging fruit. And and that's where we help them improve it

the Future of Hospitalityand and and give them, you know, not only software, but also some other advices. Yeah. What is the feedback? That's the question that's popping up listening to you. What's the latest feedback of one of your clients or maybe several about your solution?

Jonatan Joseph TsuffWell, we recently so do so we recently launched this this this quite recently, this AI with through WhatsApp, and we got a lot of positive feedback from it from from our customers and, actually, also from some of the guests of our customers.

the Future of HospitalitySo this is a website solution where where AI has been integrated. So guests can receive a a WhatsApp message about something about regarding their reservation or regarding their stay, and they can reply to it, ask a question, and that's all done with AI. Correct?

Jonatan Joseph TsuffCorrect. Yeah. So Okay. How it works is that the hotel does provide us beforehand on the complete some kind of q and a with the most common questions. But based on that and based on information we found on the Internet or on hotel website or information we know, like or AI knows regarding restaurants in the neighborhood or how to get to the hotel, they we we basically answer the questions. Yes.

the Future of HospitalityOh, wonderful. That's that's a good service. How do you think that hotels can effectively close the gap between direct website bookings and OTAs? Yeah.

Jonatan Joseph TsuffSo I think there are a lot of low hanging food, what I said beforehand. So I think that hotels first, I think it all starts if they really want to close this gap. It all starts with making sure that the the the booking process on their website is as easy and frictionless and fast as on the OTAs. Right? So the OTAs are doing a great job, and the hotels will need to step up their game, I guess. So it needs to be as easy to book on your own website as this to book on booking.com. Otherwise, they will not book on your own website. I think that's that's where it starts. And then I think the second thing is that regarding pricing, and and still, I see that hotels are, unfortunately, not getting a grip on this, but the price on their own websites always be at least the same price, but preferably lower than on the OTAs.

Jonatan Joseph TsuffObviously, if your price is not lower, then they will book book an OTA. So I think this is, like, the the the basics, but there's still a lot of hotels are not getting it right. Yes. But these are the basics. And then, obviously, metasearch is something that is a tool that can really help hotels give a boost to their direct bookings.

the Future of HospitalityMhmm. Yeah. That direct books direct bookings that need attention. That's my experience as well. Indeed, you you just triggered my mind because at a lot a lot of times, I prefer direct bookings. I prefer to circumvent the OTAs because of the the the the fees that some hotels have to pay. And I don't think that's fair, but that's just my personal opinion. But anyway, when you go to the hotel themselves and you wanna make a booking or you go to inquiry for the for the price, the order rate, the rate is most of the time is higher. So that is indeed something they need to work on.

the Future of HospitalityYeah. Yeah. Yeah. So that's the advice you give as well.

Jonatan Joseph TsuffYes. Yes. The rates should be preferably low on their own website, and and and should the pro process should be easy because I'm I get a lot of times, so I basically always book direct. But sometimes I get to hotels where I need to they ask me, like, a whole list, like, of my Filling the form. You need to fill in all these questions. Yes. I'm saying, like, you know, I don't, you know, take my name, my email address, and maybe my phone number, but, I mean, I don't need why should I fill this this full form? Like, the OTA is not. Doesn't ask all this information for making a booking. So why why should I?

Jonatan Joseph TsuffSo yeah. So that's there there's a lot of improvement there. So but definitely, I do think what on the positive side that the that it is improving. So if I compare now to five years ago, hotels are paying more attention and are are investing more in their direct direct channel, so in in their hotel website. So that's that's positive, but I do also see that there's still a lot of room for improvement.

the Future of HospitalityHow does your solution looks like when it comes to direct bookings through your all in one offer to to independent hotels? How fast is that? How does that look like? Yeah.

Jonatan Joseph TsuffSo, obviously, we we we work on that. So we it's it's fast. It should be fast. It should be more friendly. So, obviously, it is. And, basically, we want to get the guests from the start to finish as quickly as possible. So that's where we basic Conversion rate is the highest, the quicker the quicker, the higher the conversion rate. Well, that's a fact. Yes. We see Yeah. Yeah. So that's something we that's that's important. That that's also what we see. So, usually, we depends on what the bookings and the the the hotel use prior to what they used when they switched to us, but, usually, we do see an increase there as well. Yeah. Okay.

the Future of HospitalityAlright. Interesting. Interesting stuff. How do you see the future of hospitality yourself?

Jonatan Joseph TsuffYes. So the future of hospitality. So I think that there are some trends that just will continue. So we have the guest experience. So the guest expectations just keep rising. So people keep expecting more more personalization, more seamless experiences, quicker solutions, quickly quicker replies. And, also, we have another trend that's well, I I will continue. I I predict is regarding the staff shortages. So I think that it's very hard for hotels to find good people today. I'm afraid I I don't think that it will get any easier going forward. So I think that but I do think that tech is is is a good solution for these challenges. So I think that automation and AI will will play a much bigger role.

Jonatan Joseph TsuffI think online check-in, skills, smart communications will become more common. But at the end of the day, I think hospitality is still about about people, and and the tech is there to support the people. And but we just make need to make them more productive because there will be, you know it's more difficult to find good people and and guests are expecting more and more, so we need to solve it somehow. So I think the tech is is a can be a solution there.

the Future of HospitalityYeah. Good tool to help out with the solution indeed. I wanna go back to the hotel of your parents. Do they still have that hotel? Yeah. Yeah. They still have the hotel. Yeah. Do they are they using your solution?

Jonatan Joseph TsuffYeah. Yeah. Of course. I'm not I'm not anymore involved in in day to day or any or any of that, but they they the hotel still use the solution. Yes.

the Future of HospitalityOh, wonderful. Wonderful. Yeah. Do you my last question for you is because you've been very, very clear in your your explanation. Do you have advice for someone who would like to start a career in hospitality?

Jonatan Joseph TsuffFirst of do it. I think it's the best industry. So definitely start a career in hospitality. We definitely need the people, and and it is yeah. I think it's the greatest industry out there. So, yeah, my advice is yeah. I I don't know. I I would start at hotel, an independent hotel, but that's more my my my experience. I would definitely I think that if you want to yeah. I think you have more space for creativity there, but it's I think so. It's more, yeah, my my my personal thing.

the Future of HospitalityWonderful. Wonderful. Where can people find Nuvi?

Jonatan Joseph TsuffOn the website. It's the easiest, I think. So noovyvy.com.

the Future of HospitalityNuvi.com. Noovy.com. Wonderful. Jonathan, thank you so much for being on our show.

Jonatan Joseph TsuffThank you. Happy to be here. It was fun.