Hospitality in the age of AI: Why the human touch still matters
From leading teams to creating memorable guest experiences, the skills that technology cannot easily replicate are taking on greater significance.
In the era of artificial intelligence, the importance of human touch in hospitality becomes increasingly evident. While technology can effectively handle routine tasks such as answering customer inquiries and automating repetitive processes, it struggles to provide reassurance, empathy, and genuine connections. Dr Sowon Kim and Dr Maggie Chen, faculty researchers at EHL in Switzerland, believe that mastering human abilities like understanding situational needs and fostering authentic relationships will become indispensable for success in the hospitality industry and beyond.
The global service industry, encompassing hospitality, tourism, finance, and luxury sectors, is rapidly expanding, driven by the growth of digitally delivered services and cross-border trade. The Business Research Company projects that the global services market will reach US$25.97 trillion by 2030, up from US$17.38 trillion in 2025.
Amidst this transformation, certain leadership capabilities remain crucial, even as technology reshapes service delivery. Dr Kim's research, conducted in collaboration with Dr Bertrand Audrin, highlights 30 sub-skills categorized into four domains: self-leadership, human connection, hospitality business, and future-ready capabilities. Self-leadership provides the foundation, while human connection empowers leaders to put their skills into practice and build genuine connections with others.
Leadership effectiveness depends on the context, as different situations necessitate distinct combinations of skills. For instance, a struggling hotel manager must address team morale and handle difficult conversations, while a property owner launching a new hotel must win over investors, employees, and partners. According to Dr Kim, there is no one-size-fits-all formula for leadership; it must be understood and adapted to specific circumstances.
EHL emphasizes the importance of human skills in its hospitality education, recognizing that technology cannot replicate experiences that involve emotion, cultural awareness, and empathy. Their curriculum integrates academic rigor with practical application through hands-on training, international internships, and real-world projects. By connecting theory with practice, EHL prepares students to thrive in diverse work environments and lead effectively amidst complexity and change.
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