CCO of CIC Hospitality on Using Tech to Scale a Complex Hotel Portfolio — Hotel Tech Insider

How do you scale hotel operations across brands, countries, and systems - without losing control or culture?

In this episode of Hotel Tech Insider, we sit down with Øyvind Bøhm Frisak, Chief Commercial Officer at CIC Hospitality, to unpack how a fast-growing Nordic hotel operator is using AI, data, and unconventional guest-facing tech to drive efficiency, improve service, and prepare teams for the future.

This conversation is especially relevant for hotel owners, operators, GMs, and commercial leaders managing multi-property portfolios, complex tech stacks, or brand-franchise environments—and anyone navigating the real-world impact of AI on hotel operations and staffing.

Key takeaways from this episode:

How CIC Hospitality standardizes performance across 30+ hotels using multiple PMS platforms, a centralized data lake, and consistent KPIs to enable scalable growth.
Where AI actually delivers value today—from cutting guest response times from 24 hours to minutes, to freeing revenue managers to focus on strategy instead of manual pricing.
Why guest-facing innovation doesn’t have to mean less human service, including lessons learned from deploying hologram reception and centralized service teams.

Along the way, Øyvind shares candid insights on AI adoption, tech stack integration, revenue management evolution, guest communication automation, and preparing hotel teams for change—without fear-mongering or hype.

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