You can automate a lot in hospitality, but you can’t automate care.
That was the message from Glenn Haussman, host of the No Vacancy podcast, when he took the stage at HotelSpaces.
“One of my greatest fears,” he said, “is that hoteliers will use AI to strip the humanity out of hospitality.”
Not because technology is bad, but because too often, it’s used badly. Think self-service check-in that leaves guests feeling unwelcome. Desks are designed around screens instead of real needs. Haussman’s point? When design follows hype instead of human behavior, everyone loses.
So, how do you build hotels that are both smart and human?
Tech Is the Tool, Not the Vision
- Comfort, convenience, and connection are still the goal. Every new tech feature, design choice, or system should support one of these—or it’s probably not worth the investment.
- The guest experience hasn’t changed—but expectations have. People still plan a trip, book a room, stay at the hotel, and then talk about it afterward. What has changed is the expectation that each of those steps will be seamless, intuitive, and personal. Technology shouldn’t overtake these moments—it should quietly improve how they feel.
- Design with real people in mind. Haussman recalled a Miami-area resort that installed in-room monitors on desks—only for guests to discover there wasn’t space for their laptops. A well-meaning upgrade that backfired.
- Data should lead to personalization. Haussman shared that for 30 years, hotel brands have collected guest preferences—likes, dislikes, loyalty data—but rarely act on it in meaningful ways. “I’ve been to 200 Phish shows,” he said, “but I still get offered golf packages.” The takeaway? If you’re going to gather guest data, use it to actually understand people. Personalization isn’t about flashy tools—it’s about relevance.
- Don’t underestimate older guests. Every generation eventually adopts new tech—just at different speeds. “After 40, it’s not that people can’t learn tech,” Haussman said. “It’s that they often don’t want to burn energy to learn it.”
- Stakeholders will always pull in different directions. “Guests are all about ‘I want.’ Staff is about ‘I need.’ Management is spinning plates. Asset managers yell ‘Spin them faster.’ The brand says ‘Wrong color plates.’ Owners want to know how much they cost.” Through all that chaos, Haussman argues for a single filter: Does this help people connect better?
Because even in 2025, connection is the product.
“Every generation is searching for a connection,” he said. “That is never going to change.”
Whether it’s AI, energy systems, or mobile check-in, the real opportunity lies in using technology to support the people who deliver hospitality—not to sideline them.
Watch Glenn’s full talk here:
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