Hotel Equities Uses HE Labs to Scale AI and Automation
Brian Jenkins outlines how Hotel Equities pilots technology, evaluates multipoint AI systems, and applies a strict 30-day build-or-buy framework.
The short answer
Hotel Equities is advancing property-level automation through HE Labs under the leadership of Brian Jenkins. The division evaluates technology based on a strict 30-day build-or-buy rule and structured pilots to maximize owner returns.
The short version
- Hotel Equities appointed Brian Jenkins in May to lead technology incubation at HE Labs.
- HE Labs mandates a 30-day build-or-buy framework for all incoming software initiatives.
- Property deployments require structured pilot proof showing measurable revenue or expense improvements.
Hotel Equities is driving artificial intelligence adoption through HE Labs, an innovation and incubation division headed by Brian Jenkins that evaluates emerging technologies, builds AI-driven workflows, and creates performance-focused operating models [1]. The lab relies on a 30-day build-versus-buy rule, structured pilot testing, and multipoint system integrations to cut transactional administrative tasks while improving owner returns [1].
What is the mandate of HE Labs?
HE Labs operates as a dedicated research, incubation, and implementation unit within Hotel Equities [1]. In May, Hotel Equities appointed Brian Jenkins to head the division, assigning the team to examine emerging software, design AI-driven workflows, and establish modern operating models [1]. Rather than purchasing software without operational vetting, Jenkins told Lodging Magazine that the division starts by assessing property-level business needs [1]. The team identifies specific opportunities and operational friction across portfolios of independent, branded, and soft-branded hotels [1].
How does Hotel Equities decide whether to build or buy software?
HE Labs applies a 30-day development window to determine whether to build tools in-house or contract external vendors [1]. According to Lodging Magazine, Jenkins evaluates the software's functional scope and overall complexity before writing code [1]. The team analyzes whether an application addresses a solitary pain point or handles several interconnected operational functions [1]. If the team cannot build an internal solution within 30 days, HE Labs purchases the product from a third-party provider [1].
| Evaluation Criterion | HE Labs Assessment Standard | Operational Goal |
|---|---|---|
| Owner Value | Direct impact on property revenue or operating expenses | Deliver measurable financial returns to hotel owners |
| Portfolio Scalability | Fit for independent, soft-brand, or branded hotel assets | Deploy software across diverse operating models |
| Solution Breadth | Multipoint consolidation versus single-point tools | Eliminate disconnected vendor stacks |
| Development Feasibility | Internal build completion within a 30-day window | Buy from external vendors if build time exceeds 30 days |
| Deployment Readiness | Demonstrated performance proofs from structured pilots | Prevent unproven tools from scaling to properties |
When does a technology graduate from pilot to full rollout?
Full property rollout happens only after structured pilots produce verifiable performance gains [1]. As Jenkins explained to Lodging Magazine, HE Labs balances the cost of implementation and operational opportunity costs directly against property owner returns [1]. A technology reaches operational maturity when testing demonstrates that it eliminates daily friction for staff and generates a measurable change in revenue or expenses [1]. Software that fails to establish quantifiable financial or operational gains remains excluded from wider property deployment [1].
How does HE Labs integrate agentic AI into hotel operations?
HE Labs prioritizes underlying data infrastructure before deploying automated artificial intelligence across its hotel stack [1]. Jenkins told Lodging Magazine that agentic AI requires established core data layers to execute operational automation [1]. Rather than stacking isolated single-point applications, HE Labs builds multipoint solutions that sit directly on top of foundational hotel systems [1]. As an example reported by Lodging Magazine, Jenkins highlighted guest-messaging systems that combine confirmation emails, pre-arrival messages, mobile check-in, upselling, on-property communications, and staff task management in one architecture [1].
How will AI drive hyperpersonalization and protect staff hospitality?
Hotel Equities positions artificial intelligence as a mechanism to automate back-office transactions so front-line associates can focus on guest interaction [1]. Jenkins noted that shrinking operating margins have frequently compromised traditional hospitality standards [1]. By extracting guest stay motives, personal interests, and past brand history, AI tools equip front-desk employees to hold relevant arrival conversations rather than asking basic questions like whether a guest has visited before [1]. Outside the stay window, Jenkins explained that properties use AI to monitor local events and dispatch individualized communications, such as alerting music enthusiasts to upcoming concert dates in the market [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]Hotel Equities Leverages HE Labs to Drive AI Tech Adoption— Lodging Magazine
Frequently asked
+Who leads the HE Labs division at Hotel Equities?
Hotel Equities appointed Brian Jenkins in May to serve as the head of HE Labs, directing its incubation, emerging technology evaluations, and operating model development.
+What is the 30-day rule used by HE Labs?
When evaluating technology needs, HE Labs checks if an internal solution can be built within 30 days. If the project cannot be completed inside that window, the division buys it from an outside provider.
+What requirements must software meet before scaling across properties?
Software must prove results through structured pilot tests. HE Labs examines implementation and opportunity costs against owner value, requiring clear reductions in friction and measurable improvements in revenue or expenses.
+Why does HE Labs prioritize multipoint software over single-point tools?
Multipoint systems streamline operations by layering on top of core data systems. For example, a single messaging tool can handle check-in, confirmation emails, upsells, and task management instead of requiring separate tools.
+How does HE Labs apply AI to guest marketing?
HE Labs uses AI to craft personalized messaging year-round based on individual guest profiles and interests, such as notifying specific guests about concerts in the property's area, rather than sending broad email blasts.
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