The power of human connection in the age of AI 

Artificial intelligence and automation are becoming the norm across industries. Will this technological surge render human interaction obsolete? Or does AI has its limitations, especially when replicating aspects of human labour, such as the intuition and emotional connection that defines an exceptional service?

It is true that AI has the capacity to enhance almost every aspect of hospitality, from check-in to check-out; be it online bookings and personalised recommendations or predictive maintenance and inventory management. Yet, amidst this wave of efficiency and automation, a crucial question remains: Can emotional intelligence still hold ground within this hi-tech formula?

Let us pan out: What is emotional intelligence?

Emotional intelligence or emotional quotient (EQ) refers to the human ability to understand, use, and manage emotions positively. It involves empathy; recognising, understanding, and influencing other people’s motives and or emotions.

Why does it matter in the hospitality industry?  

Hospitality is an industry that survives and thrives on creating good guest experiences, and therefore, it cannot overlook the ability to care for customers, lead a team, resolve conflicts and complaints, and build customer relationships. This is where emotional intelligence, something that is uniquely human, comes into play. In fact, experts suggest that EQ is considered the strongest predictor of performance, explaining a full 58% success rate in all types of jobs.

While automation can enhance operational aspects, the irreplaceable emotional connection that human employees offer continues to be the heart of good hospitality.

Where does EQ fit in the digital age?

Let us explore examples from leading hospitality brands around the world:

• Henn-na Hotel in Japan, for instance, which originally adopted extensive AI services, reintroduced human staff to meet guest preferences for personal interaction.
• The same goes for Hilton’s AI Concierge; where the AI solution provides instant information, while human concierges handle more complex guest needs.

Source: Hospitality Net

These examples point to a broader industry trend: AI and human labour are not mutually exclusive. Rather, they are complementary.

What do humans bring to the table? 

As more and more brands realise the value of combining humans and technology for the perfect service formula, it is important to understand what humans bring to the table in the era of AI and automation.

Intuitive anticipation

In hospitality, it is not just about seeing; it is about actively observing and interpreting a guest’s presentation, from their posture to the tone of their voice. While AI can predict booking patterns, it takes intuition to understand the need for extra care, such as surprising a couple during an anniversary celebration or offering a comforting word to a stressed traveller. Experienced professionals have a keen sense of guest behaviour and their unspoken needs through observation and accumulated knowledge of human interaction. They can often predict what a guest might require before they even ask, based on subtle cues and past experiences.

Recognising guest emotions

Employees are a database of guest needs, especially those who are in guest-facing positions. Each guest interaction, whether positive or challenging, adds to a professional’s understanding of human behaviour in a hospitality setting. They learn to associate certain behaviours with specific needs and can practice active listening. A guest repeatedly checking their watch might indicate they are on a tight schedule, prompting the staff to expedite service. They can pick up on non-verbal cues, changes in demeanour, and subtle expressions that might indicate a guest is feeling stressed, sad, or unwell.

Empathetic action and care

Based on their understanding of a guest’s emotional state, staff can take appropriate actions to improve their experience without being overly obvious or intrusive. This might involve a kind word, offering a specific helpful service, or simply being extra attentive in a subtle way. Further, human employees can also anticipate the right emotional response, an element AI has not mastered. A guest expressing frustration might benefit from a swift and efficient solution, while a guest appearing sad might appreciate a kind and understanding ear (if appropriate) or a small, thoughtful gesture.

Connection beyond transaction

Guests seek more than just efficient service. They value feeling seen as individuals, having their preferences remembered, and experiencing a genuine sense of being understood and appreciated by the staff. Hospitality businesses should encourage and empower their staff to engage with guests authentically. For instance, beyond mere suggestions on local landmarks, hotel staff knowledgeable about the area can offer unique insights or anecdotes about the attractions.

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Utilising the best of both worlds 

While AI can provide valuable data to personalise aspects of a guest’s stay, it lacks the emotional intelligence and capacity for genuine human connection that forms the basis of authentic relationships between staff and guests. AI can inform, but the industry has yet to reach the stage where it can replicate human intelligence.

Instead of viewing AI as a replacement for human touch, the most successful hospitality businesses are leveraging it as a powerful enabler. The future of the hospitality industry is not about choosing between AI and people but strategically harnessing the strengths of both, where technology and human connection work in perfect harmony.

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