For the last decade or so, there's been a huge debate between man vs. machine in business. The way I see it, it's man and machine. When approached correctly, the two go hand-in-hand. Artificial intelligence (i.e. robotic process automation, machine learning) can perform tasks faster than any human can, yet people have the ability to express emotion in a way that technology simply can't.
While digital and self-service options are growing in popularity, the stats and facts are still telling us that the old-fashioned human-to-human connection is still the number-one way customers like to connect for having their problems resolved.
Indeed, it is the people that make the difference between one hotel and the next. Unfortunately, too many hotel companies have become so obsessed with "tech" that their leaders forget to focus on the "touch" part. The hotel tech providers have done an amazing job at pushing what I call the "Millennial Myth," that anyone born after 1980 has no personality, never wants to have human interaction and lives on their phone.