Midweek Musings: Balancing Technology with Humanity in Hospitality
By David Berman | August 16, 2023
The idea of technology rising up to take over the world is not a new one. Science fiction novels of the 1940s and 50s, the Terminator movies and more pop culture staples predicted a world where technology created by humans overtakes its creators.
Now, I don’t want this article to come across as too science-fiction inspired. I, of course, don’t really think that technology is taking over the world – however, it is getting closer and closer to taking over the world of hospitality.
In my now over half a year covering the hotel industry for Hotel Interactive, I have heard dozens of hotel executives talk about how technology will shape the next generation of hospitality. With advancements in artificial intelligence and robotics coming at lightning speeds, it’s only a matter of time before your hotels are filled with highly advanced tools to improve guest-facing and internal operations.
I’m sure that none of this is news to many of you. Like I said, it’s clear that many companies throughout the industry have at least considered the potential benefits of AI. During a general session panel at AAHOACON in April, Geoff Ballotti, CEO of Wyndham Hotels & Resorts, said ChatGPT is “something we all need to educate ourselves on.”
But where I want to focus this column today is how much is too much technology in your hotels? Of course, you need to be thinking about how to integrate these tools into your businesses. It would be foolish not to. 25 years ago, few knew just how integral the internet would be to 21st Century commerce. 25 years from now, I’m sure the hotel industry’s relationship with technology will look completely different than it does now.
Which is why the next steps the industry takes in the short-term with artificial intelligence, robotics and other technologies are so crucial. Now is the time to mold the future of tech in hospitality. While learning about new technology and the possible benefits for your company, consider the possible drawbacks as well. How can we use technology to supplement the hotel experience in a positive way?
What I’m getting at here is, ultimately, hospitality is all about people. All of you are in the business of providing safe, fun experiences for your guests. We all go to hotels for the beautiful vistas, clean and comfortable rooms, and high-quality service. But an underrated part of the experience is the connections made during each stay.
Kevin Dailey, LivAway Suites’ COO, shared a similar sentiment in this week’s Engaging with Executives Q&A.
“I get a little leery with AI as it relates to the industry,” he said. “I’m old school, let’s face it. And so I believe that, to your point earlier about that human to human, or employee or associate to guest, interaction is paramount. So at LivAway, we’re never going to lose sight of that importance.”
I sometimes worry about a world where AI tools have taken the place of so many human functions in hotels. I want to be able to smile at the front desk attendant as I check in and ask advice from the concierge or bellman about their favorite local restaurants. I cherish the personal touches that boutique hotels add to my stay that were curated by a thoughtful associate. No artificial intelligence can, or should, replace a human worker in these and other person-to-person moments.
There’s no stopping progress, and technological advancements are naturally going to be made. But I advise you all to take a step back before diving headfirst into the murky waters of emerging technologies.
Remember what this industry is truly about – taking care of each other.
