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Frictionless Check-In Runs Into a Safety Question, US Pipeline Points to 832 Openings in 2028

Thursday turns to the limits of smooth service. A roundtable asks whether removing friction from the guest journey has also removed safeguards, and makes the case for ID checks and staff who are empowered to act. Lodging Econometrics counts 5,975 US projects in the pipeline and forecasts 832 openings in 2028. And an op-ed argues personalization stops working the moment it becomes policy.