Human + Digital is the Winning Formula for Hotels
Tispiti Blog. Made for everyone, curated by locals.
Ping notifications from chatbots as you browse hotel options. Instant booking confirmations and update notifications. Keyless entry with a tap of your phone. Apps to control your room temperature, order a nightcap, or chat with the front desk. Voice-controlled bedroom lights. Robot concierges and virtual tours.
There’s never been more technology in hotels.
But ask most travelers what stands out from a stay, and it’s rarely just the gadgetry. Tech can absolutely create standout moments – a smooth check-in after a long flight, an app that makes ordering room service effortless. But the stays s meet genuine human care.
The best hotels aren’t “high-tech” or “high-touch.” They’re both – and they know how to use each where it matters most.
Key Takeaways
Tech is the baseline: Fast WiFi, smooth check-in, and digital amenities are now expectations – not differentiators.
Personal service remains vital: Even as tech offerings improve, 82% of U.S. consumers (and 74% globally) want more human interaction, not less.
Real recommendations matter: 81% of travelers expect curated local tips, but 56% don’t want robots or impersonal automation.
Personalization drives loyalty: 56% of guests say a personalized experience makes them likely to return.
Hybrid wins: Hotels pairing smart tech with attentive staff see the highest satisfaction rates and repeat bookings.
Tech Isn’t a Bonus Anymore
Look, we remember our trips a decade ago – even some more recently. Then, WiFi was often what got us to sign on the dotted line and choose our stay. It was a clear deal-maker. Now, unless we’re purposefully setting off on a digital detox retreat, a lack of fast WiFi is a dealbreaker.
But there’s a shift there: for today’s travelers, digital basics are just that – basics. You’ll find surveys from over a decade ago that already put free, fast WiFi at the top of guests’ wish lists. That’s still true – more than 70% of people expect WiFi as standard in even the most basic hotel room, according to YouGov. It’s become just as essential as the complimentary shampoo and a toothbrush you’ll find in the bathroom.
What’s changed is that the tech checklist is now longer – the wow factor has moved. Beyond the baseline, it’s not about having flashy gadgets; it’s about whether technology actually solves problems and makes things easier for both guests and staff.
Nearly three-quarters of guests (73%) want to check in, order food, or pay from their phones. Almost half now look for contactless payments, and most are happy to use digital room keys. We’re at a stage where guests expect to do almost everything digitally that they could do at the front desk – from requesting extra towels to checking out.
Let’s not forget the hotels themselves – tech answers the call of consumers, but it’s just as crucial for the people running the show. We still find ourselves in a post-pandemic staffing crunch, making it tougher for hoteliers to find and keep enough team members on the ground. That’s why 65% of hoteliers to actively investing in new tech for their teams, and 96% are rolling out contactless options like check-in, payment, and service.
Fix friction points. Free up staff. Integrate seamlessly. They’re the goalposts for tech in hospitality now. Digital is expected and can be a winner. But it’s got to be chosen for the right reasons.
Convenient tech – we can see there’s demand there. But cold automation? That’s where there might be questions.
The Limits of Automation
So, with so much tech, we’re pushed to ask: does more always mean better? Not always. Again, it has to be chosen for the right reasons.
New automations – chatbots, kiosks, service robots – have tested just how much guests want machines over people. The answer is: when it works. We’ll translate that to sometimes for the sake of simplicity, as it does read a little confusing.
The numbers help cut through some of the noise: more insights from Oracle and Skift found that 73% of guests were more likely to stay somewhere that let them manage things on their phone. Yet, insights from a different survey saw 56% of consumers say that they don’t want to interact with robots during their stay, and only 14% would opt for a self-serve kiosk when a manned service station was available.
So here’s the nuance: guests want tech for convenience and speed, not that blanket-replaces real people. Not all interactions should be automated.
Automation works best when it’s invisible and helpful – quick answers from a chatbot at 2 am, digital keys for easy check-in, mobile recommendations for tips on the move.
But tech can get in the way when it’s overly complicated, creates more friction than it solves, and demands a learning curve. That’s when frustrations spike and guests want real humans to step in.
So there’s a real argument for using automation when it comes to the routine and repetitive but leaving room for human touch in the moments between. With this formula, the tech gives staff more time to do what only they can do: listen, empathize, and connect.
Is “Personal Touch” Still a Thing?
Another question that we find ourselves asking is: what does genuine hospitality look like now? Is there still space for personal touch?
Yes. That’s an easier answer to give.
It’s about staff who listen, anticipate, and help guests get the most from their trip – and about using the right tools to make that easier to deliver.
Local recommendations are a great area of opportunity. 81% of travelers want hotels to provide thoughtful, curated local tips. That tells us something important – guests aren’t just looking for information, they’re looking for insight. It’s why the best recommendations come from people with local experience who know what’s worth the time and what’s not. That’s personal touch with substance.
How those tips are delivered is where hotels have room to differentiate. For the hotels that have answered their guests' calls to provide recommendations, it has historically been through laminated lists tucked in the top drawer of a bedroom cabinet, being ushered to a pamphlet display beside reception, or handwritten notes from the concierge desk.
Now, the same authentic insights can be packaged in a convenience-first digital format – giving guests the ease of on-demand access without losing the human expertise behind it. That’s the perfect example of where digital intersects human.
And personal touch doesn’t end with recommendations. It can be the welcome note in your room, the team remembering your favorite pillow, or a late-night problem solved with empathy. According to PwC, 75% of guests want more personal interaction as tech improves, not less. And 56% say a personalized experience makes them more likely to return. The best hotels blend that personal element into both human and digital touchpoints – for moments that feel genuine and make guests happy.
Want to learn more about the value of good recommendations? Read our article about why generic travel advice is ruining guest experiences.
Where Human + Digital Blends Best
Tech and people can work in tandem to make hotel stays feel effortless and personal. Here’s what that can look like in practice:
Local expertise: Hotels package their best neighbourhood tips into a digital guidebook, so guests can browse anytime, filter to their interests, and plan without waiting in line.
Housekeeping: Guests request fresh towels, late cleaning, or a turndown via app; staff respond in person within minutes, with no need for repeated phone calls or missed knocks.
Maintenance: Smart room sensors detect low battery in locks or a fault in the AC, triggering an engineer visit before the guest even reports the issue.
Room service: Orders placed through a tablet or app are delivered by staff who can offer extras or share quick dining recommendations face-to-face.
Events and activities: Guests sign up digitally for classes, tours, or tastings, and staff greet them by name on arrival, adding a personal welcome to a self-serve booking process.
Here, digital tools help staff focus on what humans do best. Plus, guests get autonomy and attention on their own terms.
Want to get a few more "WOW"s? Read our list of simple ways to impress your hotel guests.
Best Practices for Hotels
Start with friction points: Add tech where it solves a real problem, not just for the sake of it.
Give guests options: Let people choose digital, human, or both.
Nail the basics: Fast WiFi, easy payments, mobile keys. They should work flawlessly.
Empower staff: Give them the time, tools, and data to create standout moments, not transactions.
Amplify local knowledge: Use tech to surface real insights, not generic lists.
Final Thought
The best hotel stays aren’t a battle between gadgets and good people. They’re what happens when digital ease and real hospitality work together – you breeze through mobile check-in, get a tip on the best noodles in town, or stream your favorite show after exploring local streets. That’s the magic of human + digital, done right.
