Is the human touch still needed in hospitality? With innovations like mobile keycards, virtual assistants and automatic notifications, the answer might seem to be “no.” Yet research shows that many customers still prefer the human touch. Research from American Express shows that 80% of customers would rather have their future travel experiences dominated by “authentic and sincere interactions” than streamlined, automated service. In the end, it seems the right balance must be struck (consider that 88% of guests believe mobile booking with live travel service professionals will grow in importance). What actions must be taken to ensure success?