Preserving Hospitality’s Human Touch in a Tech-Driven World
By Jaques Coetsee, Sales Director at BON Hotels
As a child, I have vivid memories of family holidays that were steeped in the warmth of human connection. The genuine smiles and hearty greetings from hotel staff as we arrived, the friendly conversations with servers over meals, and the personal touches that made each stay feel like a home away from home. These were the moments that defined true hospitality for me – moments that sparked my passion for this industry and set me on a lifelong journey.
Fast forward to today, and the hospitality landscape has undergone a shift, disrupted by a tidal wave of technological innovation. From automated check-in kiosks and mobile room keys to AI-powered chatbots and personalisation algorithms, technology has permeated every aspect of the guest experience, ushering in an era of unprecedented efficiency, data-driven insights, and convenience.
However, I can’t help but feel that something precious is at risk of being lost – the very essence of hospitality that captured my imagination all those years ago. The genuine human connections, the personal touches, and the warm, attentive service that create lasting memories and forge emotional bonds with guests.
You see, the allure of hospitality has never been about merely providing a comfortable room and modern amenities; it has been about forging lasting connections, creating unforgettable experiences, and delivering personalised service that resonates on an emotional level. It’s the warm greeting from the concierge who remembers your name, the attentive server who anticipates your preferences, and the friendly housekeeper who takes the time to engage in genuine conversation.
As I’ve worked my way up through various roles, from the front desk to group sales, loyalty programmes, and now sales director at BON Hotels, I’ve remained aware of how technology can be both a blessing and a curse. While innovations like automated quotations, confirmations, and email tracking have brought incredible efficiencies, they’ve also created a palpable distance between staff and guests.
While technology can streamline operations and enhance efficiency, it’s crucial not to lose sight of the human touch that distinguishes true hospitality. Striking the right balance involves a nuanced approach.
Behind the scenes, hospitality leaders should embrace technology that automates repetitive tasks and data management. This could include automated reporting systems, integrated property management software, and AI-driven customer relationship management tools. By reducing the administrative burden on staff, these technologies free up their time and energy to focus on delivering exceptional guest experiences.
However, successful integration requires comprehensive training programmes that empower employees to view technology as an enabler rather than a replacement for their roles. Staff should understand how to leverage these tools to maximise their productivity and enhance their ability to provide personalised service.
In customer-facing areas, the human touch should remain the priority, particularly during critical touchpoints like the sales cycle and guest arrivals. While automating certain processes can improve efficiency, the personal interactions and tailored attention from staff are often what create lasting impressions and build guest loyalty.
Older generations, in particular, often appreciate the personal touch of direct emails, phone calls, and face-to-face interactions – elements that can easily be overshadowed by the allure of automation and efficiency. We must remember that hospitality is fundamentally about creating meaningful connections, from the initial contact to checkout, and strive to find the right balance between technology and personal engagement.
Hospitality leaders should thoughtfully implement technologies that enhance convenience for guests, such as mobile check-in and keyless entry, while preserving opportunities for meaningful human interaction. The front desk experience, for instance, remains a pivotal moment to set the tone for a guest’s stay through a warm, personalised welcome.
As I reflect on the industry’s trajectory, I can’t help but feel a sense of nostalgia for the simpler times of my childhood. The family holiday where technology took a backseat, and the focus was on creating shared experiences and forging connections. The communal evenings spent in hotel restaurants, engaging in lively conversations without the ever-present glow of screens. The sense of wonder and discovery that came from exploring new destinations with all five senses, unencumbered by the constant distractions of our digital world.
As hospitality professionals, we must be cognisant of the risk of losing these cherished human elements. The road ahead will be a constant dance between technological progress and the preservation of hospitality’s human essence. But it is a challenge we must embrace wholeheartedly, for it is in striking this perfect balance that we will unlock the true potential of our industry, delivering experiences that resonate with guests on a profound level, blending innovation with the timeless art of human connection.
