15 SEPTEMBER 2026 guests, answering questions, solving unexpected chal- lenges, and creating the moments that people remember long after the visit has ended. Throughout my career, I’ve found that the most mem- orable guest experiences are rarely defined by the tech- nology itself. They’re defined by the people delivering them. Technology simply creates the environment that allows those moments to happen more often. When organizations connect every part of the guest journey, they’re not replacing hospitality—they’re giving it the opportunity to thrive. As we look ahead, artificial intelligence has become one of the most talked-about technologies in our industry. Every conference agenda includes it, every technol- ogy roadmap references it, and every organization is exploring how it can improve operations and guest en- gagement. But after spending more than two decades working alongside ferry operators and visitor attractions, I’ve learned that every major technology shift eventually leads to the same question: not what the technology can do, but what it should do. I don’t believe AI’s greatest value will be replacing people. Hospitality has always been—and always will be—a peo- ple business. The moments guests remember most are cre- ated through genuine human interactions: a crew member who takes the time to answer a child’s question, an em- ployee who notices a family celebrating a special occasion, or a guide who brings history to life through a story that visitors remember long after they’ve returned home. What AI can do is make those moments happen more often. Working alongside organizations of every size has rein- forced that there is no single blueprint for digital trans- formation. Every operation is different, but the princi- ples remain remarkably consistent: connect the guest journey, simplify every interaction, and empower both guests and employees. Technology should never become another obstacle for guests to navigate. It should quietly create confidence at every stage of the experience. After more than two decades working with ferry oper- ators, sightseeing and dining cruises, museums, zoos, aquariums, and visitor attractions around the world, I’ve come to believe that our industry’s greatest op- portunity isn’t simply adopting new technology—it’s creating connected experiences that feel effortless from beginning to end. Years from now, guests won’t remember which applica- tion they used, how they paid for their tickets, or which platform powered their visit. They’ll remember that planning the trip was easy. They’ll remember spending more time enjoying the experience than waiting in line. Most importantly, they’ll remember how the experience made them feel. When every part of the guest journey—from discovery and booking to arrival, exploration, and the trip home— is thoughtfully connected, technology becomes almost invisible. That’s exactly where it belongs. Because when technology fades into the background, hospitality has the opportunity to shine. And in the end, that’s the mea- sure of innovation that matters most. Dr. Nasi Peretz is the president and CTO of Anchor Operating System, supporting over 76.5 million guests annually for over 105 clients, including Wash- ington State Ferry, NYC Ferry, Alcatraz City Cruises, Niagara City Cruises, Navy Pier in Chicago, Puerto Rico Ferry, Bacardi Worldwide and San Diego Zoo. With 20 years of experience, Peretz leads a platform powering more than 25 ferry organizations world- wide with over 50 percent of Anchor’s clients being maritime-based. He holds a Ph.D. from USC and specializes in building high-performance teams and scalable global architectures. DR. NASI PERETZ CTO, ANCHOR OPERATING SYSTEM About the Author
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