Strategy, executed.
The right technology strategy, and the team to deliver it.
Independent strategy for owners, market execution for vendors. From a team that's operated every side of the hospitality-technology table.
Meet Martin
“I’ve sat on every side of this table: operator, vendor, and owner’s advisor. I’ve seen these decisions play out dozens of times, and I know where they go wrong.”
Martin Bookallil · Founder, former VP of Technology, Marriott International
Official Partner
Enerzyz · Global Strategic Distribution Partner
Operated & advised across
What we do
Global market expansion
Go-to-market, market entry and distribution for technology and consumer brands entering new markets.
Fractional technology leadership
Interim CTO / CIO / CDO for owners and operators.
Digital transformation
PMS, POS, CRM and AI, aligned to business outcomes.
AI & innovation
Agentic AI and automation, assessed by an operator.
Asset management & ownership advisory
Independent technology due diligence and spend audits, accountable only to ownership.
Who we help
Hotel owners & asset managers
Independent advice, accountable only to you.
Hotel operators
Governance and execution that respects P&L reality.
Technology vendors
Market entry, distribution and the commercial engine to scale.
Investors
Technology due diligence before capital commits.
Organisations expanding into APAC
In-region relationships and market knowledge, built over decades.
Why Bookallil Advisory
Independent judgement, disclosed relationships
As your advisor, no vendor agenda. Where we distribute a product, that relationship is disclosed upfront.
Pattern recognition
Thirty years operating technology inside the world's largest hotel groups: we've seen these decisions play out dozens of times, and we know where they go wrong.
Execution capability
Strategy through to delivery: interim leadership, transformation, market entry, and full platforms built from the ground up, as we did for Enerzyz.
Evidence
Martin Bookallil’s prior executive career · Vice President, IT Asia Pacific, Marriott International · 1998–2024
30+
Years in hospitality technology leadership
1,100+
Hotels — Marriott APAC technology responsibility
US$230M+
CAPEX managed
30%
Cost saving — Marriott's first competitive POS alternative
In their words
“Martin brings a depth of hospitality tech expertise that's hard to match, with hands-on experience leading IT across APAC and China. What sets him apart is his ability to see around corners—he thinks beyond the immediate need and makes decisions that stand the test of time.”
Nikkie Randhawa-Singh · Executive Vice President, Global Operations, Shiji Group
“Martin has the ability to carve through the noise and get to the essence of a problem or opportunity. An hour from Martin may save you months.”
Charles Reed · Chairman & CEO, Royal Greyhound
“Over the past decade, I've observed Martin lead a geographically diverse team through significant transformation in IT delivery, all while aligning a broad mix of stakeholders. He is a natural leader with a rare ability to bring clarity and direction in complex environments.”
David Stallworthy · CEO, Key Suite
“Bookallil Advisory has brought far more than traditional consulting support to our expansion efforts. Martin and his specialist team combined deep hospitality, POS, technology and market-entry expertise to help us evaluate opportunities across Southeast Asia and engage with potential customers and partners.”
Pradeep Pereira · CTO & Founder, BFIT (Banjo's Bakery Cafés)
Go-to-market in practice
We don’t just advise on market entry. We deliver it.
For each partner we build the whole commercial programme (strategy, contracts, CRM, website, sales workflow and governance), then take it to market. Three live examples:
Enerzyz: full direct distribution
Global Strategic Distribution Partner for Enerzyz’s agentic-AI energy platform. We built the whole go-to-market automation: an AI-assisted customer front end and back office. Now launching.
Macrotech: partner activation
Distribution for cloud IPPBX & guest IPTV: proven in thousands of hotels, 40–50% below competitor pricing.
BFIT: market entry
Cloud-native F&B POS entering Southeast Asia: Thailand partner signed, Singapore next.
Make better technology decisions.
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