Hospitality has always been a competitive business, so hotel managers are continually on the lookout for trends that will give them the edge. There’s a lot of talk about tech being the future of the industry, but where is the balance between offering convenience and providing the magic of unforgettable human interactions?
People and relationships are the heart of the hotel business. Tech tools can enhance guest services, but without approachable and helpful staff, guests are left with a sterile, transactional experience. When hoteliers put the human element first, however, their properties come alive, and guests come back again and again.
What do Hotel Guests Want?
In a word: experiences. McKinsey surveyed 3,200 travel loyalty program members and found that experiential factors account for three of the top five drivers of travelers’ loyalty. The report also showed that “positive past experiences are the biggest factor in customers’ desire to travel more with a company in the future.” What travelers remember most is how they were treated, not whether they had a digital key card.
One luxury hotel general manager described his hotel as a stage, where guests are “paying for a performance.” No matter how beautiful a theater is, or how convenient it is to get tickets online, it’s the performance that leaves a lasting impression. The same is true for hotels. Guests appreciate a smooth-running, convenient setting, but they crave positive experiences with friendly staff who go above and beyond the basics.
Tech Upgrades
Travelers, like all consumers, have grown accustomed to automated conveniences, so hotels must provide them to remain competitive. But technology should be an adjunct to customer service that wows. In its 2026 Hotel Industry Report, The Travel Foundry emphasizes that guests want “control without choreography.” They want to “self-serve the basics, then get warm, unscripted help when it counts.”
According to hospitality management system provider Canary Technology, travelers value “mobile check-in and checkout options, digital room keys accessed via smartphones, and convenient mobile tipping and mobile payments.” Many travelers want to be thoughtful hotel guests and reward good service with a tip, but in today’s cashless world, that’s often not possible. Mobile tipping helps improve the guest experience by providing that option. It’s also a godsend to housekeepers, bellhops, and valet drivers who depend on tips.
Value of the Human Element
While many travelers, especially Gen Z, prefer to skip the front desk, they want friendly, competent staff to be available whenever they have a need. Therein lies the art of modern hotel management. Staff need to operate invisibly behind the scenes to deliver a seamless guest experience, but they must be able to materialize at a moment’s notice to provide face-to-face service and address issues.
A guest doesn’t have to check in at the front desk to get a warm welcome. A smile and a “we’re happy you’re here” from staff throughout the property makes a traveler feel seen and appreciated. Other forms of staff etiquette that help create memorable guest experiences include anticipating needs before being asked, being friendly but avoiding too much chatter, handling problems with grace, and providing personalized service.
Staff Impact on Reviews and Social Media
Hotels live and die based on reviews and social media posts. By and large, those will be based on the human interactions guests had rather than how well the tech worked. From the general manager on down, staff need to understand that the positive experiences they create for guests translate directly into positive reports online.
McKinsey encourages hotel managers to lead by example. “The best leaders model the behavior they want to see from employees. They treat staff with care and generosity so that staff will treat customers with care and generosity. They listen intently to staff, so staff will listen intently to customers.”
Strategies for Ensuring Adequate Staffing
To maintain a hotel culture that prioritizes the human element, managers require reliable staffing. They need to be able to handle times of peak demand without breaking the budget for permanent employees.
For savvy hoteliers, the answer is to have a long-term relationship with a trusted partner that can provide quality temporary staff on short notice. They can get the staff they need, but only for as long as they’re required. With a partner that already knows the kinds of candidates the hotel wants, it’s simply a matter of the hotel manager contacting their account representative and making the request.
Memorable guest experiences don’t just happen by accident. They’re the result of good planning and leadership by example. Much of the effort happens behind the scenes. Guests may not see what makes the magic happen, but they will remember it. Those guest experiences are what drive positive reviews, repeat visits, and strong hotel performance.
Glen Greenawalt
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