How can investors gain a competitive edge when seeking deals in the hospitality sector?
How can hotels use AI to improve the guest experience?
And how can hospitality operators use AI to run hotels more efficiently?
AFIRE CEO Gunnar Branson explores the topic with the co-founder and managing partner of AWH Partners, Russ Flicker, about how his $2 billion hospitality platform leverages proprietary data and AI to make smarter decisions.
When used correctly, Flicker says, AI can help investors to focus on the right deals, optimize operations, and enhance the guest experience. The idea is to turn information into actionable insight and competitive advantage.
LINKS
Mentioned in the episode:
Visit the AWH Partners website
https://www.awhpartners.com/
To hear the globe’s top experts discuss opportunities in US property markets, register for future AFIRE conferences:
Summer Conference 2026 in Tokyo
https://www.afire.org/events/tokyo26/
KEY MOMENTS
00:00 Introduction
00:57 Russ Flicker on AWH Partners
01:45 AI and data-driven hospitality investing
02:56 Submarket focus vs. traditional comp sets
05:00 Evaluating hotel metrics and amenities
06:33 Balancing gut instinct and data
09:14 Building a data-first culture
12:28 Hospitality market trends
15:05 Transaction constraints and rising costs
16:59 AI for deal focus and operational efficiency
18:22 AI in revenue and guest experience
21:36 Understanding customer behavior
24:40 Privacy, data protection, and AI tools
27:45 Future outlook for hospitality
29:43 Closing remarks
DISCLAIMER
The publisher of the AFIRE Podcast is not engaged in providing tax, accounting, or legal advice through this publication. No content published in the AFIRE Podcast is to be construed as a recommendation to buy or sell any asset. Some information included in the AFIRE Podcast has been obtained from third-party sources considered to be reliable, though the publisher is not responsible for guaranteeing the accuracy of third-party information. The opinions expressed in the AFIRE Podcast are those of its respective contributors and sources and do not necessarily reflect those of the publisher.
The AFIRE Podcast with Gunnar Branson is the official, multiple-award-winning podcast of AFIRE, the association for international real estate investors focused on commercial property in the United States.
Hosted by AFIRE CEO Gunnar Branson, the podcast features informative and in-depth conversations with experts across the full spectrum of real estate, investment, sustainability, economics, geopolitics, and urbanism with a focus on helping each other become Better Investors, Better Leaders, and Better Global Citizens. To learn more, visit afire.org/podcast
QUESTIONS?
Benjamin van Loon, Communications Director
bvanloon@afire.org | +1 202 312 1405