About
About the practice
Bookallil Advisory is an independent advisory practice specialising in hospitality technology. The practice was founded on the premise that the most useful advice in this sector comes from people who have operated on every side of the decision: as operators, as vendor partners, and as independent advisors to asset managers.
Bookallil Advisory delivers as a team: a core group of senior advisors plus a curated network of specialist affiliates, led by founder Martin Bookallil on an AI-augmented delivery base. Engagements are staffed by capability, not by who happens to be on the bench.
"After 26 years buying technology, negotiating with vendors, and integrating acquisitions from the client side of the table, I saw how often ownership interests came last. I started Bookallil Advisory to give owners and operators advice that is genuinely independent."
Martin Bookallil is the founder of Bookallil Advisory. He holds a Diploma in Hotel Management from Hotelconsult Brig, Switzerland, and began his career in hotel operations before moving into technology, a background that informs the way he approaches every engagement.
His corporate career spans three decades at the top of the industry. As Vice President, IT Asia Pacific at Marriott International (1998–2024), he directed technology across 1,100+ properties and 26 brands in 27 countries, managing USD $230M in annual CAPEX and scaling his team from 50 to 1,800 employees. He led the post-acquisition technology integrations of Starwood Hotels & Resorts and The Ritz-Carlton, and was recognised with the 2024 Innovation and Leadership Award by the China Hospitality Technology Alliance.
Since leaving Marriott he has taken on interim, advisory and distribution roles internationally, detailed in the sections below.
“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
How we work
Engagements are structured around the decisions you are actually facing. We are direct, we move quickly, and we measure our value by the quality of the outcome. Most engagements fall into one of three categories, though the work rarely stays neatly within them.
GTM execution: a note
For technology vendors entering a new market, engagements go beyond strategy. We design and build the commercial infrastructure that makes the strategy operational: the partnership agreement, the sales methodology, the deal management system, the partner onboarding programme, and the governance framework. The Enerzyz programme (built from a blank page to a live, operational GTM system in weeks) is the current example.
How we build a GTM programme →Fixed-fee projects
Technology due diligence, vendor selection, go-to-market strategy, or digital transformation assessment. Defined scope, defined deliverable, defined timeline.
Monthly retainer
An ongoing independent voice on technology decisions. For operators, asset managers, and vendors who want access to senior judgment without the overhead of a full-time hire.
Interim CTO / CIO / CDO
Executive-level technology leadership for a defined period: during a transition, a transformation programme, or while a permanent appointment is made.
Structured delivery: the Command Centre
Every engagement is delivered on our proprietary Command Centre: a purpose-built platform that coordinates activities, tracks commitments and accelerates delivery. Advisory work that is structured and managed, not conducted through emails and spreadsheets.
Specialist network
For engagements that require specialist depth beyond the core advisory practice, we draw on a network of senior practitioners across the following areas. All relationships are long-standing. Introductions are made selectively, based on fit.
Go-to-Market & Sales
Market entry, channel development, distributor appointment, and revenue strategy for technology vendors entering new markets.
Digital & Technology
Architecture, system selection, integration design, and technology governance across PMS, POS, ERP, CRM, and AI platforms.
Marketing & Communications
Brand positioning, content strategy, and market communications for hospitality technology products and advisory practices.
Legal & Contracting
Commercial contract review, vendor negotiation support, and regulatory compliance guidance across jurisdictions.
Cybersecurity
Security assessment, risk frameworks, and compliance advisory for hospitality operators and technology vendors.
Product & Innovation
Product strategy, roadmap development, and innovation advisory for hospitality technology platforms at growth and scale stages.
Finance & Asset Strategy
Technology investment analysis, CAPEX/OPEX optimisation, and asset-level performance improvement for hotel owners and operators.
China & North Asia
Market localisation, partner development, and operator relationships across mainland China, Hong Kong, and North Asia.
AI-augmented delivery
AI is embedded into every engagement as a base layer, compressing research and surfacing options faster than traditional advisory timelines allow. Operational experience shapes the strategy on top. Engagements move faster and cost less than a full-time hire, without sacrificing quality.
Active engagements
Enerzyz, USA · 2025–Present
Strategic distribution partner for Enerzyz's Agentic AI asset management tool worldwide. Leveraging an in-market leadership team with GTM, sales, marketing, and technical development roles to support global expansion.
BFITAustralia · 2025–Present
Leading APAC distribution strategy for an Australian café and bakery franchise. Appointed Thailand distributor and opened regional market entry across Southeast Asia.
Macrotech, USA · 2025–Present
Designing APAC expansion strategy for Cloud IPPBX and IPTV hotel technology solutions. Identifying opportunities, partnerships, and localisation requirements across the region.
Europe · 2025–Present
Leading a digital transformation project for a luxury real estate complex: vendor evaluation, integration architecture, mobile app adoption strategy, governance frameworks, and CRM/PMS execution support.
Growth Advisors International Network, USA · 2024–Present
Contributing expertise to a global advisory network. Supporting Terrapinn/NoVacancy Asia events: floor sales, VIP hosting, and education sessions.
McKinsey · Guidepoint · Ridgetop · Infollion · 2024–Present
Providing hospitality technology insights to global consulting and research firms, drawing on 30 years of Marriott and industry experience across APAC.
Prior roles
Interim CTO
OKKAMI Inc., BangkokJuly 2024 – July 2025Repositioned a digital guest engagement platform serving 500+ hotels across APAC. Led the transition from startup to growth phase, establishing operational metrics, technology governance, and a scalable architecture to support funding and international expansion.
Digital Advisor: Strategy, ERP & Business Applications
PIF, Saudi ArabiaApril – September 2025Partnered with CEO and CDO on digital strategy validation for a sovereign wealth fund ecotourism startup targeting 1,000+ franchise properties by 2030. Designed scalable technology infrastructure across franchise and Hilton-managed assets.
Business Advisor
Digital Cloud Services, Singapore2024–2025Guided strategic positioning and product portfolio optimisation for enterprise clients across the Asia Pacific region.
Vice President, IT Asia Pacific
Marriott International1998 – 2024Also directed USD $14M above-property OPEX and USD $55M field OPEX, across a period of unprecedented growth and two major acquisitions.
- Net 70: designed and executed the programme that achieved #1 global ranking in guest internet satisfaction for APAC
- Introduced Marriott's first competitive POS alternative, generating 30% cost savings
- Maintained top 5% global performance ranking and 98%+ service satisfaction
- 2024 Innovation & Leadership Award, China Hospitality Technology Alliance
Director, MIS, Asia Pacific
InterContinental Hotels Group1995 – 1998Managed technology transition during the Kajima to Bass Hotels ownership change. Expanded the regional footprint from 11 to 34 properties and implemented standardised SOPs across Asia Pacific.
IT Consultant / Business Analytics
The Regent Hong Kong1992 – 1995Replaced property systems, modernised guest experience capabilities, and introduced pricing strategies that drove RevPAR from #4 to #1 in the Hong Kong luxury segment.
Hotel Operations & IT Leadership
Pre-1992Held operational and IT leadership roles (IT Manager, Duty Manager, Reservations, F&B), providing foundational hotel operations knowledge that underpins every advisory engagement today.
On stage, and on the record
Qualifications
Diploma in Hotel Management
Hotelconsult Brig, Switzerland
In-training period in Zermatt. The operational foundation that shapes every technology advisory engagement.
High School Certificate
St Ignatius College Riverview, Sydney
Work with the team
Fixed-fee projects, monthly retainers, and interim executive roles. Led by Martin, delivered by the team. The first conversation is always without obligation.
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