In recent decades, a large part of the Horeca industry has set out to define its value as a “provider of experiences” and there is a tendency to invest in technology thinking that it will improve sales (and experience) by itself, without considering the key piece : the philosophy of service and people. In today’s economic environment, restaurateurs and hoteliers can no longer survive, let alone prosper, adhering to traditional “inside box” approaches to problem solving. Craig Shelton, leads a team of award-winning chefs, sommeliers, hoteliers and farmers, as well as doctorates and MBA’s, with decades of experience in managing some of the best hotel properties in the world, combining decades of hospitality excellence; financial and analytical rigor; and an unrestricted approach to problem solving.