What Visual Matrix is Learning From You – Lessons From the Road | By Patty Jefferson

By Patty Jefferson, Chief Revenue Officer & Lauren Crocket, Chief Marketing Officer, Visual Matrix

There’s something grounding about walking in a hotel’s back hallways and hearing real stories, in real time, from real hoteliers. Lately, we’ve been doing just that: sitting in lobbies, behind front desk counters, joining team huddles, and absorbing what’s working (and what’s not) from the people who live hospitality every day.

From Saudi Arabia to Mexico City to Chicago, we’ve been reminded again: this industry is about people. So is Visual Matrix.

Here are three things we’re learning from you, and how those lessons are helping us grow without losing what makes us different.

1. Extended Stay Is Evolving, And So Are We

During recent conversations at extended stay properties, our Vice President of Product Claire Dickson heard something loud and clear:

Guests aren’t just booking nights; they’re building a rhythm here. The technology needs to support that without getting in the way.

What followed was a series of rich, behind-the-scenes discussions about billing flexibility, housekeeping preferences, and how long-term guests want more control over their experience.

Because of those chats, our product team is now developing new options in the PMS for variable billing cycles, customizable stay structures, and enhanced guest engagement tools. It’s not a product roadmap designed in a boardroom; it’s one written from your front desk.

2. Clients Aren’t Just Users – They’re Partners in Innovation

When Johnny Morin, our Vice President of Strategic Partnerships, visited our Limited and Full-Service Sonesta properties, he returned with this reflection:

What they loved most wasn’t the feature set, it was the relationship. These hotels, with their banquet rooms, meeting spaces, and restaurant operations, showed us how critical it is that a PMS adapts not just to guest preferences, but to the unique rhythm of full-service workflows.

We’ve always believed in building genuine partnerships with hotel owners and operators, not just brand-level stakeholders. You tell us when something’s not working. You inspire improvements. You beta-test the things we haven’t even named yet.

So, as we grow, we’re doubling down on what makes us, us: small-team responsiveness with big-vision outcomes. That means more one-on-one connections, more collaborative feature launches, and a stronger sense of community among Visual Matrix users.

3. Growth Is Global, But Hospitality Is Local

We’ve seen this in LATAM, and we’re already seeing early signs of it in emerging markets like Riyadh, Saudi Arabia, where we’re laying the groundwork to support hoteliers navigating rapid regional growth with global hospitality expectations.

It’s the same spirit that drove one of our Account Executives, Abigael Blumentritt, to work through the night with our Indonesia properties, side-by-side with the hotel staff, uncovering what they needed most from us. That’s what partnership looks like to us.

We’re taking all of it to heart. From multilingual interface enhancements to culturally thoughtful design, we’re building tools that work wherever you are without losing that personal touch.

So, What’s Next?

As we prepare for what’s ahead, here’s what you can expect:

• More nimble workflows for full-service, extended stay, and nontraditional properties.
• Greater operator involvement in product innovation (watch for invite-only pilots).
• Stronger regional infrastructure, supporting localized needs while scaling globally.

We’re growing, yes. But we’re doing it the same way you do by knowing our people, listening to them, and adapting fast.

To all the hoteliers who welcomed us, thank you. For the stories, the coffee, the candid feedback. You’ve helped shape what’s next for Visual Matrix. And if you’re reading this? You’re part of it.

See you out there!