When it comes to the hospitality industry, value isn’t just a buzzword; it’s the heart of every decision made – whether for a guest checking into a boutique hotel, a procurement officer selecting vendors, or finance teams crunching numbers. That’s why BirchStreet Systems, a leading procure-to-pay (P2P) platform, has become such a crucial part of the equation. Recently, industry leaders and experts reflected on how BirchStreet adds value across every level of hospitality. They dove deep into innovations, challenges, and how the platform has reshaped the guest and business experience. Here’s a closer look at the conversation.
Beyond numbers: Value through ROI and outcomes
One of the most defining features of BirchStreet is its focus on delivering value not just by numbers, but through tangible, outcome-driven components. Sure, Return on Investment (ROI) is crucial, as it directly impacts the bottom line, but we also stand apart by enabling stakeholders to achieve their specific organizational goals.
Whether it’s improving spend compliance, making supplier networks more accessible, or ensuring that the right products reach the right place at the right time, BirchStreet’s tools are tailored to help operators succeed. And as various experts pointed out, this outcome-based functionality drives the very core of what hospitality businesses aim to deliver – a seamless guest experience that meets or exceeds, expectations.
Stephen Harrington, a hospitality executive from DNC, added a human perspective, reminding everyone that “if we’re not delivering that experience consistently, our value proposition goes away.” BirchStreet helps avoid that, not only by ensuring procurement runs like a fine-tuned engine but also by tying those operational efficiencies directly to guest satisfaction.
Empowering operators: Making it easy to do the right thing
Autumn Bayles, SVP Global Supply Chain & GPO’s at Aramark, summed up a key takeaway – as complex as the industry might be, we make it simple. From offering compliant product catalogs that align with brand standards to ensuring operators can easily make informed decisions, the system empowers teams to do the right thing without unnecessary friction.
For smaller hotels or first-time franchise owners, this simplicity becomes even more invaluable. BirchStreet demystifies P2P platforms for operators who’ve never used such systems before. The learning curve is reduced, allowing owners and staff to focus on what matters most—attention to their guests.
Panelists emphasized how this ease of use also creates organizational accountability. By automating workflows and integrating procurement and payment processes, we eliminate redundancies and ensure that teams follow established systems. Stephen highlighted this point, saying, “The system holds everybody accountable to following the process. It makes it easy to do the right thing.”
Extending value to every player in the chain
The value provided stretches beyond operators – it touches every stakeholder in the hospitality ecosystem. From owners and finance teams to guests, everyone benefits. Autumn stressed how the platform enables owners to deliver on ROI while adhering to brand standards. And for guests? They experience consistency in quality, right from the coffee they sip to the sheets they sleep on.
Vito Curalli, VP at Hilton Supply Management, emphasized that BirchStreet is also a beacon of compliance and innovation in global markets. With the industry becoming increasingly multinational, our ability to scale across regions and adapt to diverse needs has been invaluable. Whether it’s ensuring currency compatibility or incorporating global procurement policies, the platform acts as a reliable partner.
Data, insights, and the AI revolution
One of the most exciting aspects of the discussion was the unanimous acknowledgment of how crucial data has become in modern hospitality. We don’t just collect data – we transform it into actionable insights that drive smarter decisions. While historical conversations about procurement may have focused solely on reducing costs and driving compliance, the narrative is shifting.
Executive leaders talked about the importance of analytics that go beyond graphs and spreadsheets. This is where AI takes center stage. From harmonizing data to flagging duplicate purchases, AI-powered tools embedded in our platform are enabling faster, more accurate decisions. Autumn even referred to AI as the “game changer,” especially in achieving cleaner, real-time reporting.
Looking ahead, leaders are optimistic about AI’s role in solving industry challenges. Vito noted, “If we are having the same conversation about AI even a year from now, it means the industry has been left behind.” The pace of innovation, especially around AI, signals that BirchStreet is primed to foster more disruptive and creative solutions to elevate hospitality procurement and operations.
ESG and responsible sourcing
A recurring theme throughout the discussion revolved around the growing pressure for businesses to adopt responsible sourcing initiatives. With environmental, social, and governance (ESG) goals becoming increasingly embedded in brand values, BirchStreet is emerging as a critical enabler of these commitments.
Autuym highlighted how the system provides comparisons between responsibly sourced items and their less sustainable counterparts, allowing organizations to make informed trade-offs. “Is this commitment worth the economic tradeoff?” she asked. With the right data and insights, brands can not only calculate the ROI of choosing sustainable options but also seamlessly align with their corporate values.
Partnerships that drive innovation
While products and features can provide value, it’s the human partnerships we foster that truly make the difference. The experts are united in applauding the organization for its commitment to collaboration and open communication. Listening to the unique needs of industry leaders, BirchStreet has continuously evolved, proving its mettle not just as a vendor but as a long-term partner.
Stephen summed it up well, stating, “A partnership is really about creating value.” Whether innovating with features like touchless invoicing or developing tools for finance teams, the company is always one step ahead – fueling its partnerships with actionable results.
Scaling for the future
It’s clear that BirchStreet isn’t just about solving today’s problems – it’s about paving the way for long-term success in hospitality. The challenges that lie ahead – continued globalization, evolving guest expectations, and ESG pressures – are being met head-on with a combination of innovative tools, insightful analytics, and a deep commitment to customer success.
Experts were optimistic about the future, but as they noted, the work never stops. Vito aptly pointed out that BirchStreet must “double down” on finance integration, deepen partnerships, and scale its offerings in step with the industry’s meteoric growth. From managing limited-service hotels to catering to high-pressure environments like PGA tournaments, the platform’s adaptability will be key to its continuing relevance.
The road ahead
If this conversation taught us anything, it’s that we really are more than just a P2P platform – we are a vital partner in hospitality’s pursuit of excellence. By enabling operational efficiency, delivering deeper insights, and giving organizations the tools they need to move toward a sustainable, innovative future, the company is proving its worth over and over again. The road ahead is promising, and BirchStreet seems well-equipped to steer the industry where it needs to go.
Whether you’re flipping burgers in a stadium, managing procurement for a chain of boutique hotels, or strategizing at the finance level, we are here to deliver one thing above all else – value, with impact.