Mark Lewis, CEO and founder of HotelREZ Hotels & Resorts, exemplifies what it means to blend technology and personal relationships in the hospitality industry. From his humble beginnings in the travel sector to leading a globally recognized hotel distribution company, his career is a testament to hard work, vision, and fostering connections.
“I started working with Thomas Cook,” Lewis recalls, sharing insights into his early days. “We were buying and selling currency because in those days we had traveller’s cheques. As an intern, they were allowing me to buy and sell dollars, which I’m not sure was a great idea in retrospect.” This foundational experience in the travel industry taught him not only financial acumen but also the ability to adapt—a skill that would prove essential in his future endeavors.
After stints as a holiday rep and working overseas, Lewis joined Lord Sugar’s tour operator business. Reflecting on this time, he notes: “It was a demanding period because starting a tour operator at a time when the internet really wasn’t as accessible…you had to rely on retail travel agencies to rack your brochure in order to sell it.” While the challenges were significant, the experience was invaluable. “You learn what you should and shouldn’t do. It was a very positive experience, and I was very lucky to have had it.”
Founding HotelREZ: A vision for balance
In 2004, Lewis established HotelREZ Hotels & Resorts, driven by a belief that technology alone couldn’t address all the needs of hoteliers. “Technology isn’t really just the panacea for all ills within travel and hospitality. It all depends upon how you use it and optimise it,” he explains. Lewis envisioned a company that combined full-service representation with cutting-edge tech solutions, bridging the gap between traditional practices and modern innovations.
“Offline personalisation is the next horizon. Hotels are exploring biometric data, facial recognition, and location recognition to enhance guest experiences. They’ll know you’re a loyalty member and how you like your martini.”
Starting from scratch wasn’t easy. “The first year, we recruited about 40 or 50 hotels,” he recalls. Early partnerships with Hastings Hotels and the Exclusive Collection were pivotal. “Without those initial signings…who knows? Maybe it would have been a different story. But those founding companies had faith in us, and many of them are still our customers today.”
Over 20 years later, HotelREZ represents more than 2,500 properties globally. This growth reflects not only the company’s technical expertise but also its dedication to understanding the unique needs of each hotel it serves. “We’ve never gone down the road of private equity. We call it a bootstrapped business. Retaining ownership has allowed us to remain flexible and adaptive to customer needs,” Lewis explains. “Our attrition rate is very, very low. We take care of our customers and really want them to do well.”
Relationships at the core
For Lewis, relationships are at the heart of HotelREZ’s success. “In our sector, representation is exclusive. So, there’s a lot of trust placed into whoever a hotel chooses to work with,” he says. Building trust requires transparency, integrity, and mutual respect. “You need to honor that trust and tell them when they’re doing a great job. It’s a two-way street.”
Relationships don’t just form part of HotelREZ’s ethos—they are integral to its operational strategy. The company fosters long-term partnerships, often growing through word of mouth. “We still grow now because of recommendations. A general manager will leave and take us with them or recommend us to other hotels. That’s a great way to grow.”
The role of technology in hospitality
Lewis is enthusiastic about the possibilities technology brings to hospitality but stresses the importance of thoughtful implementation. “Independent hotels are incredibly fragmented, and the knowledge base within that sector is variable. So, it all comes down to how you implement the tech.”
“In our sector, representation is exclusive. So, there’s a lot of trust placed into whoever a hotel chooses to work with.”
Artificial intelligence, machine learning, and blockchain promise a reshaping of the industry, but Lewis sees a need for balance. “We’re on the cusp of a big leap forward with technology in hotels, both on property and through data analytics. But there’s always a humanistic element—monitoring, training, and guiding the use of these tools.”
HotelREZ is actively exploring ways to integrate advanced technology while maintaining a personal touch. “This year, we’re focusing more on web services, rolling out the Elegant Hotel Collection—a new luxury portfolio. It’s all about offering hotels more performance-focused options while maintaining their unique identities.”
Tackling sustainability challenges
Sustainability is another pressing issue for the industry, and HotelREZ is committed to supporting its partners in this area. “We’ve been involved in the Plant a Billion Trees initiative for over 10 years,” Lewis shares. However, he acknowledges the challenges hoteliers face, particularly those operating historic properties. “What does sustainability really mean for a property? It’s about balancing cost and benefit, especially for hotels still recovering from Covid.”
The company is working to guide its hotels toward formal sustainability accreditation. “We want all of our hotels to get to that point as quickly as possible, but it has to be a process. There’s a trade-off in terms of cost, benefit, and long-term impact.”
Post-pandemic, the hospitality industry has seen significant shifts. Lewis highlights the rise of boutique hotels, apartment-style accommodations, and personalised experiences. “Customers are looking for authenticity. They want something different, whether it’s a unique design or an immersive local experience.”
Technology, too, plays a role in this trend. “Offline personalisation is the next horizon. Hotels are exploring biometric data, facial recognition, and location recognition to enhance guest experiences. They’ll know you’re a loyalty member and how you like your martini.”
“Profile sharing between airlines, hotels, and ground handlers will become more common, making the travel journey smoother. But this raises cybersecurity and GDPR issues, so choosing the right partner is critical.”
He also notes the increasing focus on seamless travel. “Profile sharing between airlines, hotels, and ground handlers will become more common, making the travel journey smoother. But this raises cybersecurity and GDPR issues, so choosing the right partner is critical.”
Lessons in Leadership
When asked for advice, Lewis emphasises the importance of perseverance and perspective. “Enjoy it because time passes very quickly. Don’t expect it to be without bumps in the road, but retain context. You just need to make sure you’re doing the best you can and delivering a good product.”
He also stresses the value of culture in building a successful organisation. “We’ve created a non-hierarchical, transparent environment where people have a voice. It’s about rewarding staff, taking care of their well-being, and ensuring they grow as the company grows.”
Ultimately, Lewis believes it’s the people who make hospitality unique. “The stories, the connections—it’s been an enjoyable way of life,” he says. For him, the industry is more than just a career; it’s a community. “Hospitality is about creating experiences and relationships that last. That’s what makes it unique.”
As HotelREZ continues to innovate and expand, Lewis remains focused on his mission: empowering hoteliers to thrive in a rapidly evolving industry while staying true to their values. His journey serves as a reminder that success in hospitality is built on a foundation of trust, adaptability, and a genuine passion for connecting people.
