About Marc Laros
Marc Laros is the Chief Technology Officer at The Usual, a hospitality brand built around sustainable living and thoughtful guest experience.
With a background spanning both hospitality operations and digital innovation, Marc brings a unique blend of hands-on industry insight and technical leadership.
At The Usual, he leads the development of scalable tech platforms that power seamless, intuitive hotel experiences; from smart room systems to integrated guest services.
His approach centers on using technology to simplify operations, enrich the guest experience and enhance human connection, rather than replace it.
Before joining The Usual, Marc held leadership roles in tech-driven ventures, consistently bridging product, engineering, and customer experience. He’s passionate about building tools that empower staff, delight guests, and set new industry standards.
Vision on creative industry
The hospitality industry is shifting from designing static experiences to designing adaptive systems. AI plays a central role in this shift. Especially agentic AI, where systems take initiative, make decisions, and act on behalf of users.
For guest experience, this changes expectations. Guests no longer compare hotels only to other hotels. They compare every interaction to the best digital services they use daily.
AI enables experiences that respond in real time to context, intent, and behavior. Think of services that anticipate needs instead of waiting for requests. This impacts how teams design UX, how brands express personality, and how service scales without losing warmth.
The challenge for the creative industry lies in designing control, transparency, and trust into these systems. The opportunity lies in freeing people from repetitive tasks so creativity and human attention move to where they matter most.
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Keynote
Marc Laros
Agentic AI as a new layer in the guest journey
At UX Rotterdam, Marc shares practical insights from applying AI inside a live hospitality environment. The keynote focuses on agentic AI as a new layer in the guest journey. Not as a feature, but as an invisible assistant working across touchpoints.
The storyline follows the guest experience from arrival to departure. It shows where traditional UX patterns fall short and where agentic systems step in. Examples include proactive service, personalized decision making, and seamless handovers between digital and human interactions.
The talk closes with practical design principles. When to automate. When to involve people. How to align guest experience, operational efficiency, and sustainability into one coherent system.
