Insights

Technology is reshaping hospitality, but it has also sparked debate: how much automation is too much? Contactless check-ins, AI chatbots, and robotic service staff enhance efficiency and reduce costs, yet many argue they risk stripping away the warmth of human connection — the essence of hospitality.

Guests today expect both: the convenience of seamless digital experiences and the authenticity of personalized service. The challenge for hoteliers and restaurateurs is finding the balance between automation and human touch. Too much reliance on technology can feel transactional, while too little can frustrate tech-savvy travelers.

Forward-thinking brands are blending the two, using data-driven tools to free staff from routine tasks so they can focus on creating meaningful guest interactions. The debate continues, but the winning formula seems to be technology as an enabler — not a replacement — of genuine hospitality.