How Chicostay Boosts Hotel Revenue: Interview with Owner Tony Barker

In the fast-evolving world of hospitality, Chicostay is making waves by addressing a fundamental issue: the hotel industry has remained surprisingly resistant to the changes technology has brought to so many other sectors. Tony Barker, the new owner behind Chicostay, aims to tackle this inertia head-on, using technology to streamline guest experiences, increase efficiency, and generate new revenue streams for hotels.

With an impressive track record in the airline sector, Barker’s career has been defined by spotting opportunities where others saw entrenched, inflexible systems. “I’ve always been a bit frustrated with industries that don’t move forward,” he admits. His career started in more traditional fields—first in B2B marketing, working in the print and paper industries. But a pivotal moment came when he moved to Sweden, seeking a better quality of life, and stumbled upon an opportunity in the software industry.

After taking over a small software company that provided passenger management systems to charter airlines, Barker began to realize the massive potential for ancillary revenue in what had been a relatively stagnant industry. “We developed what we called passenger management for charter airlines. So, tour operators using allotments or full planes to take people abroad, like TUI and Thomas Cook,” he explains. The company grew rapidly, from just six people to over 110, largely due to Barker’s ability to introduce new revenue streams through the sale of ancillary services.

“Back then, airlines didn’t realize how much they could make from ancillaries,” he reflects. “There was a lot of resistance. Airlines saw themselves as ‘proper’ airlines and thought they should be giving services away. But they weren’t making money. So, we enabled digital tools that helped them offer additional services to passengers. Suddenly, airlines realized that a significant percentage of their revenue—sometimes 40% or more—could come from these extra services.”

As he navigated the complexities of the airline industry, he encountered resistance from IT departments and legacy systems that seemed stuck in the past. “A lot of times, airlines said ‘no’ immediately,” he remembers, adding that they frequently hid behind operational constraints. “They would say, ‘We’re different, we’re not like other airlines,’ but nine times out of ten, they weren’t that different. They just couldn’t see the potential of what we were offering.”

That experience gave Barker a unique insight into how legacy industries resist change—a lesson he would later apply to the hotel sector. He began to see striking parallels between airlines and hotels. Just as airlines had once resisted new ways of generating revenue, hotels were similarly focused on one primary offering: room sales. “Hotels are stuck on the room price,” he says. “They’re not thinking like retailers. But just like airlines, they can offer so much more than just the basic service. There’s so much untapped potential in terms of upselling other services.”

When he learned that a former colleague was looking to sell Chicostay, a platform for hotels that streamlines guest services and improves efficiency, he saw an opportunity to apply his expertise in transforming legacy industries. “I’ve always been the entrepreneurial type, the visionary,” he explains. “When I see an industry that’s a bit old-fashioned, I want to break it open and introduce new ways of thinking.”

A Seamless Guest Experience

Chicostay’s platform integrates with a hotel’s Property Management System (PMS) to provide a seamless experience for guests from the moment they book a room. “As soon as the booking comes through, we start communicating with the guest,” Barker explains. “It starts with a simple confirmation email, but then we offer additional services—things like room upgrades, spa bookings, early check-ins, or even welcome packages.”

This communication continues throughout the guest’s journey, from the initial booking all the way through check-in and check-out. A few days before arrival, the platform sends a message offering additional services that the guest might find valuable. “Typically, we find that people are more likely to spend extra money as their trip gets closer,” Barker notes. “They’ve had another paycheck, they’ve talked to their family, and they’re getting excited about the trip. So, we offer things like room upgrades, spa treatments, or dinner reservations—things that can make their stay more enjoyable.”

One of the key benefits of Chicostay is the way it streamlines the check-in process, reducing the time guests spend at the front desk. “I’ve always been frustrated by the old check-in process,” Barker admits. “You arrive at the hotel after a long journey, and the last thing you want to do is stand in line and repeat all your details to a receptionist. With Chicostay, you can check in online, make sure your payment and ID are sorted, and go straight to your room when you arrive.”

Barker highlights how this approach not only improves the guest experience but also frees up hotel staff to focus on providing personalized service rather than dealing with routine administrative tasks. “The front desk should be a positive point of contact, not an operational one,” he says. “We’re giving staff the time to really engage with guests, offer a better experience, and enhance the overall stay.”

The platform also offers the option for hotels to provide self-service kiosks, allowing guests to check in or collect room keys without needing to interact with a staff member. “It’s all about giving guests choice,” he says. “Some people want that personal interaction, and that’s fine. But others just want to get to their room as quickly as possible, and we make that easy for them.”

The Hotel as a Retail Space

One of the most revolutionary aspects of Chicostay is how it encourages hotels to adopt a more retail-centric approach. Barker believes that hotels need to move beyond simply providing a bed for the night and start thinking about how they can upsell additional services, much like airlines have done. “Hotels have been too focused on the room price for too long,” he says. “They need to think about the guest experience as a whole. Guests want more than just a room—they want an experience, and they’re willing to pay for it.”

He cites numerous examples of how Chicostay has helped hotels increase their revenue by offering services that guests genuinely want. “For instance, we’ve found that offering early check-in and late check-out is a huge hit with guests. A lot of people have late flights and don’t want to sit at the airport for hours. If you make it easy for them to stay in their room longer, they’ll pay for it.”

Hotels can also get creative with what they offer. “Think about it like a shop,” he explains. “You have a fixed asset—the hotel—and you want to maximize what you can sell. You can offer welcome packages, balcony packages, or even a spa or romantic evening package. These aren’t just upsells—they’re enhancements to the guest experience.”

This approach also allows hotels to differentiate themselves in a highly competitive market. “By thinking more like a retailer, you’re not just competing on room price—you’re offering something unique,” Barker says. “And with Chicostay, we give hotels the tools to be creative and flexible. It’s not just about what’s in the PMS anymore—it’s about creating an experience that guests will remember and be willing to pay extra for.”

Overcoming Resistance to Change

Despite the clear benefits, Barker acknowledges that convincing hoteliers to adopt new technology can be challenging. “A lot of hotels are still scared of technology,” he says. “They’re used to dealing with legacy systems, and they think implementing new technology will be a massive project that takes months and costs a lot of money.”

But Chicostay is designed to be flexible and easy to implement, with a managed service approach that helps hotels every step of the way. “We don’t just hand them the software and walk away,” Barker explains. “We work with them to make sure they’re getting the most out of it. We help them strategize, figure out what services to offer, and track their progress. It’s about building a partnership, not just selling a product.”

He likens the process to giving someone a Formula One car. “If I tried to drive it, I’d crash on the first lap,” he jokes. “You need the right people and the right guidance to get the most out of it. That’s what we provide—a roadmap to success.”

Looking to the Future

As for what’s next, Barker has big plans for Chicostay. One of the most exciting developments on the horizon is integrating digital room keys into the platform, allowing guests to unlock their rooms via their smartphones. “It’s about making everything as seamless as possible,” Barker explains. “We’re working with lock providers to integrate digital keys into the Chicostay platform, so guests can use their phone as a key. It’s one less thing for them to worry about.”

The platform is also expanding its offerings to include food and beverage services, spa bookings, and even local activities, allowing hotels to offer a complete experience to their guests. “It’s not just about the room anymore,” he says. “We’re creating a hub where guests can book everything they need for their stay—and hotels can take ownership of that entire experience.”

Ultimately, Barker sees Chicostay as a tool that empowers hotels to move into the future. “Technology is moving fast, and guest expectations are changing just as quickly,” he says. “Hotels that embrace this will thrive. Those that don’t may struggle to keep up.”

For Barker, the satisfaction comes not just from the financial success but from knowing that he’s helping to shape the future of the industry. “I’ve always been driven by the desire to change things, to make them better,” he says. “And with Chicostay, we’re doing that—one hotel at a time.”