"We use these teams to innovate very rapidly, we embed them from the strategy phase. We use analytics religiously to inform and guide our path."
What has changed in the last two or three years is guests are demanding experience to be more mobilised and digitised.
For instance, the digital key - where guests enter the room through a mobile app - is now being used at 150 of their hotels and are very popular with guests. "Mobile check in experience allows you to bypass reception."
At the same time, the hotel is thinking about how to create a "seamless travel experience".
So it has partnerships with companies like Uber and Delta. The hotel knows they have landed, got on the Uber car, and what time they are arriving.
The hotel is also a good place to "bring internet of things to life".
He says they are piloting in the rooms tablets that are providing targeted offers. An example would be providing golf tee time discounts to customers.
They are also checking out iBeacon technology to instantly recognise guests when they enter the premise.
"We embed analytics in everything we do," he says. "If these initiatives don't drive key metrics, we move on."
"We fail fast and learn from it."