--- title: "Interview: Navigating Trust, Innovation, & Partnerships in Hotel Tech w/ Optii CRO Wendy Zapach" description: Optii CRO Wendy Zapach explores innovation, trust, and the impact of mergers on hotel technology on The Modern Hotelier podcast. image: https://www.optiisolutions.com/hubfs/Youtube%20Thumbnail-2.png --- [ All Posts](https://www.optiisolutions.com/blogs) # Interview: Navigating Trust, Innovation, & Partnerships in Hotel Tech w/ Optii CRO Wendy Zapach Nov 4, 2025 By [ Olivia Messina ](https://www.optiisolutions.com/blogs/author/olivia-messina) ![](https://help.optiisolutions.com/hubfs/Youtube%20Thumbnail-2.png) *Join Wendy Zapach as she weighs in on the wave of consolidation sweeping hotel tech, what it means for innovation and trust, and how hoteliers can build more authentic relationships with their partners. * ## Watch the Episode    ## Episode Summary  In this episode of [The Modern Hotelier](https://themodernhotelier.com/episode/226), [Optii’s](https://www.optiisolutions.com/) Chief Revenue Officer, [Wendy Zapach](https://www.linkedin.com/in/wendyzapach/), joins [Steve Carran](https://www.linkedin.com/in/modernhoteliersteve/) and [David Millili](https://www.linkedin.com/in/david-millili/) from The Hospitality Show floor in Denver to unpack the rapid evolution of hotel technology and what it means for operators today. Wendy shares her perspective on how industry consolidation and M&A activity are reshaping innovation in hotel tech, and why trust and transparency have never been more critical between hoteliers and their tech partners. She dives into the difference between AI that truly enhances guest experience versus “AI fluff,” and offers practical guidance for hoteliers re-evaluating their tech stack in an era of change. From open APIs and data transparency to the importance of authentic partnerships, Wendy reminds us that hospitality is, at its core, about relationships between people, teams, and the technology that supports them. ## Meet Wendy Zapach Wendy Zapach is a seasoned hotelier turned hospitality technology leader, bringing over 25 years of experience to her role as Chief Revenue Officer at Optii. Based in Boston, she leads the company’s global revenue strategy and business development efforts, guiding Optii’s growth in the rapidly evolving hospitality industry. Her career began with 12 years in luxury hospitality before she transitioned into hospitality technology, where she has spent the past 13 years driving innovation and commercial success. Wendy’s expertise spans digital marketing, business intelligence, and service operations technology. Throughout her career, she has built a reputation for scaling businesses, forging strategic partnerships, and developing strong client relationships that deliver measurable impact. At Optii, Wendy is passionate about empowering hotels to harness data and technology to streamline operations, optimize performance, and elevate guest experiences. With her deep knowledge of both hotel operations and technology, she acts as a bridge between the two worlds, ensuring that Optii’s solutions create meaningful value for clients. ## Want to See our Latest Innovations? [Meet with our team](https://www.optiisolutions.com/request-a-demo) and discover how Optii is redefining hotel operations through smarter, more transparent technology. ### Get started with Optii today ##### Optimize Your Hotel Operations with Predictive Technology [ Request a Demo ](https://www.optiisolutions.com/contact-us) #### Heading 1 with a request body that specifies how to map the columns of your import file to the associated CRM properties in HubSpot.... In the request JSON, define the import file details, including mapping the spreadsheet's columns to HubSpot data. Your request JSON should include the following fields:... entry for each column. ![hsk b2 1](https://help.optiisolutions.com/hubfs/Optii_theme_2024/Images/hsk%20b2%201.png) ![Shape](https://www.optiisolutions.com/hubfs/Optii_theme_2024/Images/shape.svg) ### Related Posts [![6](https://help.optiisolutions.com/hubfs/6.png) ](https://www.optiisolutions.com/blogs/why-hotels-need-to-overhaul-outdated-back-office-systems) #### [A sneak peek into HITEC 2023: Why hotels need to overhaul outdated back-office systems](https://www.optiisolutions.com/blogs/why-hotels-need-to-overhaul-outdated-back-office-systems) Jul 24. 2024 [Read More](https://www.optiisolutions.com/blogs/why-hotels-need-to-overhaul-outdated-back-office-systems) [![Copy%20of%20Email%20Headers%20%20Blogs%20-%20New%20Template%20-%20Yellow-1](https://help.optiisolutions.com/hubfs/Copy%20of%20Email%20Headers%20%20Blogs%20-%20New%20Template%20-%20Yellow-1.png) ](https://www.optiisolutions.com/blogs/bridging-the-gap-between-hotel-departments) #### [Bridging the gap between hotel departments with technology](https://www.optiisolutions.com/blogs/bridging-the-gap-between-hotel-departments) Jul 24. 2024 [Read More](https://www.optiisolutions.com/blogs/bridging-the-gap-between-hotel-departments) [![Email%20Headers%20%20Blogs%20-%20New%20Template%20-%20Yellow-4](https://help.optiisolutions.com/hubfs/Email%20Headers%20%20Blogs%20-%20New%20Template%20-%20Yellow-4.png) ](https://www.optiisolutions.com/blogs/why-these-5-metrics-matter) #### [Why These 5 Metrics Matter in Hotel Operations](https://www.optiisolutions.com/blogs/why-these-5-metrics-matter) Jul 24. 2024 [Read More](https://www.optiisolutions.com/blogs/why-these-5-metrics-matter) ###### Join Our Newsletter Subscribe to stay up-to-date with all things Optii. ###### About Us [ About Optii ](https://www.optiisolutions.com/about-optii) [ Meet the Team ](https://www.optiisolutions.com/team) [ Partners ](https://www.optiisolutions.com/partners-and-integrations) [ Careers ](https://www.optiisolutions.com/jobs) ###### Solutions [ Housekeeping ](https://www.optiisolutions.com/housekeeping) [ Service ](https://www.optiisolutions.com/service) [ Maintenance ](https://www.optiisolutions.com/maintenance) [ Chat ](https://www.optiisolutions.com/chat) [ Guest Engagement ](https://www.optiisolutions.com/guest-engagement) ###### Resources [ Blog ](https://www.optiisolutions.com/blogs) [ Case Studies ](https://www.optiisolutions.com/case-studies) [ Press ](https://www.optiisolutions.com/press-release) ###### Get in Touch [ Log In ](https://optii.app/login) [ Contact Us ](https://www.optiisolutions.com/contact-us) [ Request a Demo ](https://www.optiisolutions.com/request-a-demo) ###### Follow Us [![LI-Logo 1](https://help.optiisolutions.com/hubfs/Optii_theme_2024/Images/LI-Logo%201.svg) ](https://www.linkedin.com/company/optii-solutions) [![FooterLogo](https://help.optiisolutions.com/hubfs/Optii_theme_2024/Images/FooterLogo.svg) ](https://www.optiisolutions.com) Copyright © 2026 Optii - [ TERMS & CONDITIONS ](https://www.optiisolutions.com/terms-and-conditions) - [ PRIVACY POLICY ](https://www.optiisolutions.com/privacy-policy) ![](https://px.ads.linkedin.com/collect/?pid=2368706&fmt=gif) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Olivia Messina", "url" : "https://www.optiisolutions.com/blogs/author/olivia-messina" }, "dateModified" : "2025-11-04T21:09:00.433Z", "datePublished" : "2025-11-04T17:11:35.000Z", "headline" : "Interview: Navigating Trust, Innovation, & Partnerships in Hotel Tech w/ Optii CRO Wendy Zapach", "image" : [ "https://www.optiisolutions.com/hubfs/Youtube%20Thumbnail-2.png" ], "mainEntityOfPage" : { "@id" : "https://www.optiisolutions.com/blogs/interview-navigating-trust-innovation-partnerships-in-hotel-tech", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.optiisolutions.com/hubfs/final%20logo_small.png" }, "name" : "Optii Solutions Inc" } } ```