Why I Started Phare IQ and Where It Is Going

I have spent most of my career working with hotels, serviced apartments, and the technology providers that support them. Over the years, I kept seeing the same pattern. Smaller hospitality teams are constantly juggling competing priorities. A guest needs assistance. A supplier calls. Staffing is tight. The PMS throws an unexpected warning. In the middle of all this, managers still want to modernise, improve processes, and explore new technology. They just do not have the time or the spare capacity to tackle it.

I have been very fortunate to work with fabulous and knowledgeable people both in the technology world, but also in hospitality. The thing that got me was that hoteliers knew what they need, they knew what the outcome should be, but not how to get to it.

With the expansion and accessibility of AI, the connectivity of systems via published and accessibly API’s now means that we are in a unique position in that we can develop and release AI Agents that do specific tasks, the mundane tasks allowing the teams to focus on what is most important.

That pressure, that reality, became the foundation and the drive behind Phare IQ.

Ultimately I created Phare IQ to give smaller hospitality organisations a partner who understands their world. Someone who can step in with experience, bring clarity to the chaos, and help teams move forward without piling more onto their day. My approach is grounded in real operations. I focus on product strategy, workflow design, and small, practical AI tools that remove friction rather than create it.

The vision is simple. Smaller hospitality teams should have access to systems that genuinely support them. Tools that make their work clearer and lighter. Processes that free time instead of consuming it. In a world full of noise, they deserve clarity and predictable structure and they deserve intelligent automation that respects the realities of running a hotel with limited hands on deck.

That is why Phare IQ’s AI agents will be built specifically for independent hotels and service focused operators. Each agent is modular, transparent, and easy to adopt. Review summaries, communication routing, daily insight digests. Small, targeted improvements that make a meaningful difference. These are the kinds of tools that give teams time back, time they can spend where it matters most. With their guests.

Phare IQ exists to create space where there was pressure. To bring structure where there was uncertainty. To support hospitality teams who know what they want to improve but simply do not have the time or expertise to do everything themselves.

If you want to explore how Phare IQ can support your property, simplify your workflows, or introduce AI in a way that feels manageable, I would be happy to talk. Even a short conversation can reveal the first step toward more clarity and a calmer operation.