The last few years have forced companies to adapt more quickly than ever to changing customer expectations in terms of technology. Hospitality is no exception, from mobile room keys to automated notifications across guests' channel of choice (text, email, phone) to inform them of things like confirmed bookings and reservation changes. Yet it's the people customers interact with that usually leave the greatest impression: the front desk worker, the support team member, the event planner. In today's digital age, what role do people play in service strategies? How important is the human touch for delivering meaningful customer experiences?

In a nutshell, how have the strategies of hotel companies changed in the last few years to balance people and technology?

Larry Mogelonsky
Larry Mogelonsky
Partner at Hotel Mogel Consulting Ltd.

The customer experience should never be subjugated by technology. Rather, technology should be utilized to enhance the guest experience, streamlining time utilization and created an environment of service excellence. Humankind is, by and large, social animals. While we often need our 'space,' we enjoy the company of others. A question: would you rather interface with Alexa, Siri, or a knowledgeable human? Given the choice, I am sure we will all opt for the latter. I'm not insinuating that we are all luddites at our core. Rather, society is not yet ready to embrace a pure technological environment.

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