Tech convenience vs the human touch in hospitality

Combining technology with face-to-face service is one of hospitality’s most important balancing acts. Over time, digital solutions have become integral to eating and drinking out, but there’s lasting value of personal connections.

The latest GO Technology report in partnership with Zonal, shows nearly half (48%) of consumers think human interactions are the most critical factor in their hospitality experiences, +19pp vs a similar survey in 2023. This growth may partly reflect staffing changes that many operators have had to make following the immense pressure on their labour costs in recent years, which has reminded some guests of the importance of human engagement when they eat and drink out.

But while people matter, technology is now at the core of hospitality journeys as well. Just over half (52%) say either that technology enables and enhances great experiences, or that it is a blend of the digital and human that provides the best visits. This desire for a combination of the two shows how guests want tech to slot into their experiences with no friction.