Face-to-face with Brent Harris, Vice President of Sales at Cendyn

When I met Brent Harris at this year’s NoVacancy Hotel + Accommodation Industry Expo, it was clear within seconds that he’s a man who loves what he does. Visiting from the United States for his first NoVacancy, Brent was both enthusiastic and sharp, speaking about Cendyn’s vision, AI, and the Australian market with the kind of passion that makes you want to listen.

“This show has been brilliant,” he said with a smile. “Our main objective is to get Cendyn’s message to the market. Australia is a very important region for us—we already have a strong customer base here, and it’s growing. Having a presence at this event is essential. It’s a game changer to have those face-to-face conversations with our customers, hoteliers, and vendors.”

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Cendyn has made a serious commitment to the region. “We’ve doubled down on our investment in both personnel and product in Australia. We’re making a real impact with what we’re bringing to market,” Brent explained.

He added that while the company continues to expand in Australia, it maintains a strong global footprint. “Cendyn operates in more than 150 countries, and our product suite is built with flexibility in mind,” he said. “Every market has its nuances, but our technology adapts easily to local needs. Whether it’s a boutique resort or a large hotel group, our solutions are designed to work for any property, anywhere.”

From hotels to hospitality tech

Brent’s passion for the industry runs deep. “I was born and raised as a hotelier but fell in love with the tech side,” he said. “When I saw how much technology could transform operations, I knew that was where I wanted to focus. Fifteen years later, I’m still here, helping hoteliers unlock more value through tech.”

Outside of work, Brent enjoys time with family and friends. His professional drive is clear, but so too is his down-to-earth appreciation for balance and connection.

The AI revolution

One of the biggest themes at this year’s event was artificial intelligence. Brent joined a standout panel featuring Paul Hewett (In Marketing We Trust), Jackie Douglas (HSMAI), Tracy Macarthur (Travel + Leisure Co.), and Catherine McLaughlin (Marriott International).

“It was very well received,” Brent said. “AI is reshaping the guest journey. Hotels that are optimising for this shift are already seeing exciting results and increased profitability.”

He explained that Cendyn’s approach to AI goes far beyond marketing campaigns. “We’re incorporating AI into every aspect of our operations—from engineering and product development to meetings and support,” he said. “We’re looking at how AI can help us internally to work more efficiently, and then flipping that to put those same capabilities into the hands of our customers.”

One standout example is Cendyn’s AI-driven CRM Analytics, designed to deliver smart, real-time insights without the need to pore over spreadsheets. “One of the biggest frustrations we heard from customers was the time they spent on reporting. Now, instead of manually paging through data, they can get insights back in minutes. It’s been a game changer.”

But Brent was quick to note that Cendyn’s enthusiasm for AI is grounded in responsibility. “AI has to be more than just the next shiny object. It’s exciting, yes, but we’re also focused on governance, data privacy, and mindful adoption,” he said.

“We’ve always been proud to sit at the cutting edge of transformation in hospitality—but we’re doing it thoughtfully and sustainably.”

Read more about how Cendyn’s AI in Google’s PMTG is alleviating the marketing budget burden in AccomNews. HERE

Measurable results and mindful innovation

For Cendyn, the benefits of this strategy are already evident. “We’re seeing a 19 percent year-over-year reduction in acquisition costs through our AI-driven digital marketing tools, particularly by integrating Google’s Performance Max campaigns,” Brent said. “That’s a tangible result—especially with rising ad costs globally.”

He added that while some hoteliers are still hesitant, the success stories are starting to speak for themselves. “The main barriers are fear, uncertainty, and a lack of confidence in early results,” he said.

“But once hoteliers start seeing measurable ROI, that hesitation disappears. Confidence will come with time—and experimentation is key. Keep testing, keep learning, and keep challenging your vendor partners to innovate with you.”

What’s next for Cendyn?

“Our focus remains on the commercial side of hospitality—sales, marketing, and revenue. Everything we do is about helping our customers drive performance and profit,” Brent said. “I’m most proud of how early we adopted AI and how well it’s paying off.”

Before heading back to another round of important conversations with customers and colleagues, he left me with one final thought for operators. “Keep pushing ahead,” he said. “Challenge your vendors. Don’t stand still. The early adopters are already reaping the rewards—and it’s only the beginning.”