ON THE ROAD
Insights & observations from my travels on Design, Hospitality & Hotels
Tech Vs Touch
Hotels today are caught between two worlds - racing to adopt the latest tech while trying not to lose the human connection that makes hospitality special. I've been exploring how digital tools are changing guest experiences and asking the tough question: where does personal touch remain essential? After visiting properties across Europe, I've seen firsthand how different technologies have altered the way guests engage with each other and the surrounding community.
In my previous post "The Lobbyist?” I explored how these spaces serve as the critical first expression of a hotel's relationship with its local community. Now I want to look at how technology is reshaping this crucial touchpoint. The hotel lobby that once guaranteed a personal welcome with a smile and friendly greeting might now offer only self-check-in kiosks, mobile room keys, and chatbots. This digital shift promises efficiency and personalisation - but what happens to that vital first connection?
As hotels embrace more technology, I keep asking myself what we're gaining and what we're losing when human interactions get digitised or eliminated completely. When implemented thoughtfully, technology can genuinely enhance the guest experience - mobile keys that work seamlessly, room controls that actually simplify rather than complicate, and digital concierges that surface truly useful local information. But could an overuse create cold and impersonal experiences?
This isn't simply about nostalgia fighting progress. It's about finding that sweet spot where technology enhances rather than replaces the essential human elements that transform buildings into vibrant social spaces where both visitors and locals want to be.
ZOKU Amsterdam Self Check-In Kiosk
Despite potential pitfalls, thoughtfully implemented technology can strengthen community bonds. The most successful hotels leverage digital tools to create what might be called "community bridges" – connections between guests and the surrounding neighbourhood that would otherwise remain undiscovered.
The Hoxton properties exemplify this approach through their "Hox Friends" programme. Their custom-built app connects guests with local residents who share interests, facilitating meetups, neighbourhood tours, or simply conversations over coffee in the hotel's community-focused lobby.
I'm seeing more hotels experiment with similar approaches. Some are developing their own apps to recommend genuinely local spots rather than the usual tourist traps. Others are building digital partnerships with neighbourhood businesses or finding ways to connect guests with locals who share similar interests. What's encouraging is when hotels use their social platforms not just for marketing but to actually showcase the community around them.
The key difference is intent – using technology to facilitate real human connections rather than simply digitising what used to be analogue. When done right, these tools amplify rather than replace the hotel's role as a community hub.
The future of hospitality lies not in choosing between technology and human touch, but in thoughtfully integrating both to create spaces that foster genuine community connections. The most successful brands recognise that digital tools work best when they enhance rather than replace the element of human interaction.
As hotels evolve, those who use technology to strengthen the property's relationship with its neighbourhood will surely thrive over those who are simply using it for operational efficiency. We may see a further separation between lodging and boutique lifestyle offers, as the room-only operations become more efficient and personless. There's certainly a market for this approach, but it's not where the most meaningful hospitality experiences are being created.
Every hotel brand today is racing to tell you about their technological innovations. They promise streamlined operations, personalised experiences, and the elimination of pain points. But here's what I've discovered: this tech often benefits the hotel operator far more than me as a guest.
Take self-check-in kiosks, for example. I've timed myself at properties with traditional reception desks versus self-service tablets, and I got to my room faster when someone else handled the process. So instead of saving me time, I'm doing work staff used to do - giving myself a job after a tiring journey. The self-check-in didn't always eliminate the queue either; it just created additional tasks when I least wanted them. There was invariably a person on hand to guide you through the process when the tech or connection wasn't quite working, and I still had to ask directions to my room afterwards!
That said, when my room key loads directly to my phone before arrival, that's genuinely helpful. I can bypass reception if I'm in a hurry, though I typically prefer saying hello to someone.
I can see where self-service makes sense in budget operations where providing basic accommodation is the core driver. But where hospitality is the key differentiator, personal service needs to remain central. If hotels that once distinguished themselves through exceptional personal attention start replacing staff interactions with screens, where does the experience come from? Beautiful spaces alone cannot deliver an exceptional hospitality experience.
Mason & Fifth App & Lobby
In this delicate balance between digital tools and human connection lies the future of truly exceptional hospitality – one where technology serves the purpose of creating more meaningful human experiences rather than replacing them.