The human element fosters trust and wellbeing in ways that machines simply can’t replicate – not yet, anyway.
We all know that technology is rapidly transforming the hospitality industry and this is an incredibly beneficial development. Technology – like automated check-in kiosks, mobile room keys, AI-driven customer service chatbots, booking and ancillary revenue management software, and payment systems – saves us time, reduces costs, increases revenue, reduces stress, and streamlines operations in ways we couldn’t have imagined a couple of decades ago. But the human touch remains critical. Emotional connection and personalized care are essential to the upscale guest experience. While technology can make life easier, it’s the warmth of a friendly smile, the comfort of a kind word, and the intuitive understanding of a guest’s needs that create truly memorable experiences. This human element fosters trust and wellbeing in ways that machines simply can’t replicate – not yet, anyway.
9 things human employees can do that technology can’t
Provide empathy and emotional support: Emotional connection is key in hospitality, of course, and only human employees can connect emotionally with guests. This is particularly important in spa and wellness settings, where people are seeking relaxation and stress relief. A friendly smile, a comforting word, or a sympathetic ear can make a significant difference in a guest’s experience, fostering a sense of wellbeing and trust that technology can’t replicate.
Personalize recommendations: Technology is crucial for collecting guest information and logging data like purchase history and preferences to help create personalized guest experiences, but we need humans to have those in-depth conversations – which can be logged in your software’s note-taking feature – and to interpret this data to tailor experiences accordingly. Based on information gathered, human employees can provide tailored recommendations for activities, dining, and local experiences. This personalized service helps create memorable experiences designed for individual guests’ interests and desires.
Intuit and understand guest needs: Technology is notoriously bad at reading the room – even virtually. Only humans can pick up on subtle cues like body language, tone of voice, and facial expressions to understand a guest’s needs and preferences during real-life interactions. This intuitive understanding allows employees to proactively offer assistance or adjust services in a way that enhances guest comfort and satisfaction, something that rigid algorithms and automated systems struggle to achieve.
Solve problems creatively: Human employees can think on their feet and come up with creative solutions to unexpected issues. For example, if a guest has a special request that is outside the usual scope of services, human staff can brainstorm and implement a tailored solution, ensuring the guest’s needs are met in a way that technology can’t predict or execute. Human beings are also necessary for handling difficult customers and navigating conflict.
Navigate cultural sensitivity and provide a personal touch: Humans can navigate and adapt to cultural differences with sensitivity. They can adjust their interactions based on the cultural background of the guest, ensuring that service is respectful and appropriate. This personal touch makes guests feel seen and appreciated, enhancing the overall experience.
Build relationships: Human employees are essential for building rapport and establishing long-term relationships with guests. It’s the personal connections that lead to repeat business and positive word-of-mouth recommendations. You need technology to remember guests’ names, preferences, and previous visits – but you need people to use that information to build relationships and create a sense of belonging and loyalty.
Handle complex requests: Guests may have specific or unusual requests that require human judgment and flexibility. For example, arranging a last-minute event, dealing with special dietary requirements, or accommodating unique health needs are tasks that require a human touch to manage effectively and efficiently. Your virtual intake forms can collect a lot of important information but it then takes a human to make the necessary accommodations.
Deliver high-quality spa treatments: Touchless therapies can be a great option as both standalone treatments and enhancements to touch therapies, most spa and wellness treatments still rely on the skill and intuition of human therapists. Massages, facials, and other hands-on treatments require a level of expertise and personal touch that machines can’t provide. The ability to adjust pressure, technique, and approach based on real-time feedback from the guest is essential for delivering a high-quality and effective treatment.
Create a welcoming atmosphere: Human employees contribute significantly to the overall ambiance and welcoming atmosphere of a hotel or resort. Their presence, warmth, and attentiveness help create a positive first impression and a comfortable environment. This hospitality extends beyond just the physical service to creating an emotional connection with guests, making them feel truly welcome and valued.
As technology evolves, it will undoubtedly bring more innovations to streamline operations and enhance guest services but the empathetic, creative, and intuitive aspects of human interaction remain irreplaceable. Together, technology and human touch create the synergistic effect that makes five star guest journeys.
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.