With this research, we set out to understand where the industry currently stands in the digitalization of customer contact. How is customer communication organized? What role does it play within overall business strategy? And perhaps most importantly: how do organizations view the future. A future in which AI, automation and personalization are becoming ever more interconnected?
The conversations we conducted paint a rich picture of a sector in transition. On one hand, there is a deep-rooted belief in the value of personal attention and genuine hospitality. On the other, there is a growing recognition that technology is essential to delivering that personal experience at scale.
We explored themes such as strategy, organizational structure, the guest journey, technology, AI, investment and culture. Across these topics, both opportunities and obstacles became clear. Many organizations are searching for the right balance between human and machine, between efficiency and emotion, between automation and authenticity.
This whitepaper brings together the key insights, trends and reflections that emerged from these discussions. Its purpose is not only to outline the current state of play, but to spark reflection: how can hospitality organizations embrace technology without losing their human core?