Beyond the back office: How Agilysys’ Chris Ormiston is redefining the PMS as the heartbeat of hospitality

I met Chris Ormiston, Solutions Engineer (APAC) for Agilysys, at NoVacancy 2025 in Sydney, surrounded by a crowd of curious hoteliers and the steady hum of industry buzz. Within minutes, it was clear that Chris isn’t your average tech guy. He’s the kind who gets genuinely animated talking about guest journeys, seamless operations, and the small details that make a big difference.

“The PMS used to live in the back office,” he told me. “Now it’s the heartbeat of the entire property.”

And he meant it. As we spoke, Chris mapped out a world where property management systems don’t just record data. They anticipate needs, eliminate friction, and deliver the kind of effortless experiences that keep guests coming back.

From an accounting tool to guest experience engine

“The PMS was once just an accounting system, a ledger for rooms and rates,” Chris said. “But now, it touches everything from check-in to the golf course. It connects departments, learns guest preferences, and helps staff make decisions in real time.”

He paused, “When a guest’s preferred tee time or favourite wine is recognised automatically, that’s not technology getting in the way. That’s technology amplifying the human experience.”

This evolution, he explained, has been driven by the shift to cloud systems. “The old way was clunky. Hotels had to pay for upgrades and wait for IT to install them. Now everyone’s automatically on the latest and greatest. They’re not paying just for support anymore. They’re paying to stay ahead.”

Education, however, can still hold operators back. “Some people just need more confidence with tech,” he said. “We can build the smartest system in the world, but if it’s intimidating to use, it’s useless. That’s why we make things as simple as possible. We create walk-throughs and videos because technology should feel like a helping hand, not a hurdle.”

Connecting the dots: Unified guest profiles

When I mentioned the growing talk about unified guest profiles, Chris lit up.

“Having a single guest profile changes everything,” he said. “It gives hotels a complete view of each guest—their preferences, their habits, their history. If the system knows it’s your birthday, your favourite dessert can be waiting at dinner. That’s the level of personalisation we’re talking about.”

And this isn’t something only the big brands can do. “Independent hotels can achieve it too,” he said. “Start small. Connect your PMS with your POS or your booking engine. Once those systems talk to each other, you’ll see results immediately.”

When I asked about common mistakes, Chris didn’t hesitate. “Hoteliers often think ‘best in class’ means buying ten different systems. But if those systems don’t talk to each other, you’ve just built silos. The goal isn’t more software. It’s smarter software that works together.”

Beyond good service: Turning data into delight

“We’ve gone from collecting data to applying it in meaningful ways,” Chris explained. “When you know what your guest wants, you can delight them before they even ask.”

He gave a simple example. “Let’s say a guest books a spa treatment at 6 p.m. and a dinner reservation at 7 pm. Without integration, that could be a disaster waiting to happen. With a connected system, it flags the conflict and lets staff fix it before the guest even knows there’s a problem.”

This is where his focus on RevPAG (revenue per available guest) comes in. “It’s not just about the room rate anymore. A certain guest might only seek a low-price nightly rate when booking a room but has the potential to spend big on experiences, restaurants, golf, spas bars and so on. Our systems can capture that, helping operators identify their true high-value guests.”

Read more about RevPAG in AccomNews HERE

Upselling without the sell

Chris is quick to point out that upselling should never feel transactional. “If the system knows a couple is celebrating an anniversary, suggesting a romantic dinner or a bottle of champagne isn’t a sales pitch. It’s thoughtful service,” he said.

“The key is timing. If you pitch too early, it’s irrelevant. Too late, it’s wasted. Our technology helps hotels strike that perfect moment when the offer feels like a natural part of the experience.”

He smiled. “Upselling shouldn’t feel like a cash grab. It should feel like you’ve just made someone’s stay even better.”

Trust, transparency and tech that serves

With all this talk of data, I asked how hotels can keep it secure. Chris nodded. “That’s a big one. Centralising guest data comes with responsibility. It’s about trust. Guests will share information if they know it’s used responsibly—to improve their experience, not to bombard them with offers.”

He explained that Agilysys uses rigorous security protocols, including encryption, access controls, and compliance with international privacy standards. “But just as important,” he added, “is education. The best tech in the world means nothing if the staff using it aren’t confident or informed.”

The AI horizon

When the topic turned to artificial intelligence, Chris’s enthusiasm was unmistakable. “Everyone’s talking about AI, but we’ve only scratched the surface,” he said. “The real future is when AI runs quietly in the background, automating pricing decisions, personalising experiences, and freeing up staff to focus on guests.”

He shared a glimpse of what’s ahead. “Imagine your PMS knows a guest usually wakes up at 8 am on a Saturday. The blinds open automatically, the coffee machine starts, and the room temperature adjusts. That’s not fantasy. That’s where we’re heading.”

He also noted that Agilysys is already preparing for this shift. “We’re building flexible systems that can connect with evolving technologies so our customers are ready when AI really takes off.”

Tech on holiday

When I asked if he ever switches off from work while travelling, Chris laughed. “No, I can’t help myself. I watch how hotels use their systems and how staff interact with tech. Sometimes I’m impressed. Other times, let’s just say I take notes.”

On the ground at NoVacancy

Chris called NoVacancy the “must-attend” event for the region. “It’s the one time everyone—hoteliers, owners, staff, and tech innovators—are under one roof,” he said. “I love hearing what challenges people are facing and what’s on their wish lists. Those conversations I take back to the team and they literally shape our product roadmap.”

Before we wrapped up, I asked what luxury means to him. His answer summed up his entire philosophy. “Luxury isn’t marble floors or chandeliers. It’s choice. It’s meeting guests where they are and letting them experience their stay the way they want. That’s what true personalisation is.”

A note from me…

Talking with Chris, you can’t help but catch his energy. He has that rare mix of technical expertise and hospitality heart. For him, technology isn’t about code—it’s about people. As he put it, “When the tech takes care of the grunt work, staff can focus on what really matters: the guest.”

That might just be the future of hospitality. And it’s beating strong.

Read more from Agilysys in AccomNews HERE