Our feature article this issue does exactly that in one of the most creative ways we could conspire. When I received the article the first thing I questioned was why in the world Trevor Warner, Warner Consulting with the help of Jeffrey Parker from Interstate Hotels, would title the article “Squirrel!” As I started to read it I smiled when Maggie was mentioned and her want for a certain toy. Yes, it started to make sense at that point. The magic with great writing is being able to have an article maintain interest to a wide-ranging audience. “Squirrel!” does this with their making the ongoing trends in technology understandable. It touches so many in the industry who are fighting battles as to what needs to be done and what doesn’t. Thanks to them both for an amazing article and for being part of Hospitality Upgrade. I strongly encourage you to get comfortable and read it all the way through. You will find great value in it.

I encourage you to go to page 4 and look at this issue’s Table of Contents. There are wide ranging topics that are covered along with our fun and creative columns like On the Bookshelf, Ask the Guest, Who’s the Reader and, of course, our infamous Junk Mail Corner. Then of course we all love pictures and we have some great ones from HITEC (pg. 150) and on Siegel Sez (pg. 152). It was in September of 1992 when our first issue of this publication came out, 20 pages and it was mailed to 3,000 hoteliers in the United States. Today we have more than 32,000 readers following technology in 110 countries. Many of these readers are from the fasted growing segment of technology influencers, those who are responsible for revenue strategies and sales and marketing efforts.  Be sure to catch (pg. 114) a special welcome from Bob Gilbert the CEO of HSMAI as well as a special section for those who are part of the HSMAI world. We are glad to welcome this section to our expanding world of Hospitality Upgrade. Also, with so much growth internationally especially with our digital edition we thought why not share the changes and challenges that different parts of the world are experiencing (see Tech Updates from Around the World on pg. 138).  We are thankful for the friends we have made, those who share their knowledge with us and especially those technology companies that support our effort with their marketing dollars. I hope that you will continue to thank them also.