For many hotels, payments are still viewed as something that happens at the end of the booking journey. Once the reservation is confirmed and the money has been collected, the job is done.

James Lemon argues that this way of thinking is becoming increasingly outdated.

Modern payment technology now influences almost every stage of the guest journey, from the moment someone books, through their stay, to how they remember the experience afterwards. More importantly, it has become a commercial tool in its own right, helping hotels improve conversion, reduce fraud, better understand their guests and ultimately increase profitability.

In his session at Global Revenue Forum London 2025, James explores why payments should no longer be considered purely an operational function, but an integral part of a hotel’s commercial strategy.

The conversation often focuses on payment processing costs, but James encourages hotels to look at the wider commercial picture.

Flexible payment options, including instalments and Buy Now Pay Later services, are changing how many consumers choose to purchase travel. These options don’t simply make payments easier; they can encourage guests to book earlier, spend more and feel more committed to their reservation.

For hotels, payment technology is becoming another tool that can influence conversion, average booking value and cancellation rates.

Every payment tells part of a guest’s story.

When payment data is combined with booking information, restaurant spend and other on-property activity, hotels gain a much clearer understanding of customer behaviour.

A guest who books through an online travel agent, for example, may appear expensive to acquire until you discover they become one of your highest food and beverage spenders during their stay.

Without connecting those data points, that value would remain hidden.

By bringing payment information together with wider commercial data, hotels can make more informed decisions about marketing, loyalty and guest relationships.

Hospitality has always faced unique fraud challenges.

Reservations are often made weeks before a guest arrives, multiple departments process payments throughout the stay and customer expectations continue to evolve.

Traditional fraud prevention has often relied on blanket rules that can unintentionally block genuine customers alongside fraudulent activity.

James explores how more intelligent approaches allow hotels to identify suspicious behaviour without making life more difficult for legitimate guests. At the same time, technologies such as tokenisation help protect sensitive payment information while reducing operational risk across the business.

Chargebacks remain one of the most frustrating parts of managing payments.

Many disputes don’t begin with malicious intent. They often stem from unclear communication, unexpected charges or booking policies that guests don’t fully understand.

Simple improvements, such as clearer confirmation emails, transparent cancellation policies and stronger authentication during the booking process, can significantly reduce the number of disputes before they happen.

When disputes do occur, they’re rarely the responsibility of one department. Successfully defending a chargeback often requires finance, revenue and front office teams to work together to provide a clear digital record of the guest journey.

As guest expectations continue to evolve, payment technology is becoming much more than a back-office necessity.

The hotels that see payments as part of their wider commercial strategy have an opportunity to improve conversion, better understand guest behaviour, reduce operational risk and create a smoother experience from booking through to departure.

Ultimately, payments are no longer just about collecting money. They’re another touchpoint in the guest journey, and another opportunity to create value for both the guest and the business.