The world is increasingly being redefined by AI: It’s reshaping how we work, driving efficiencies for both businesses and individuals, even helping people in creative endeavors such as writing and design.
Despite its incredible potential, however, AI can’t replace human connection. And as it continues to change the world, many are beginning to push back. They’re longing for something real in an era that is more artificial than ever.
That creates an opportunity of a different kind, particularly in the hospitality industry, which is poised for continued growth in large part because it’s inherently human. Here are a few ways the luxury consumer mindset has shifted, and how your property can take advantage.
Going Offline = a New Kind of Luxury
You already know that we’re connected at all times these days. If we’re not on a computer at work, we’re looking at our phones or other screens. That’s why people relish the ability to go offline (and stay offline) when they’re on vacation.
Even younger generations are seeking time away from their devices. They’re the ones who came up with the term “Go touch grass”: It’s a way to tell someone to chill out, step away from the internet, and experience the real world for a while. (Sure, it can be used as the equivalent of “calm down,” but in general we think it’s a positive lesson.)
Businesses that naturally help people disconnect, like hotels and resorts, can benefit from this shifting mindset.
Some wellness-focused properties promote a “digital detox” approach, banning the use of phones and computers in public areas. You might not need to go that far, but you could consider a “device-free zone” at your signature restaurant or in peaceful outside areas. Another idea is specifically marketing device-free activities, whether for those seeking a digital break or simply as a selling point for parents who want to limit their kids’ screen time.
The Value of Experiences is Growing
The trend of people valuing experiences more than possessions has been strong for some time now, and it’s not showing any signs of slowing. The key for leading properties is to provide highly personalized, immersiveexperiences; that is, experiences that are so engaging and intriguing that a guest isn’t even tempted to pick up their phone (except to take photos, of course).
The irony is that technology can help your property design those personal, human experiences. As PwC notes in its recent hospitality outlook report, “AI-powered tools enable hotels to analyze large volumes of guest data, identify patterns, and translate those insights into individualized experiences.”
What does this look like for your property? It might mean creating special offerings based on a guest’s prior activities, such as a spa experience designed around their favorite treatment. Or putting together a private wine dinner with sommelier-led pairings for guests who consistently order high-end bottles at your restaurant. It could even take people away from your property, like a family scavenger hunt designed to help them hit the neighborhood attractions your guests ask about most often. (Pair it with a prize, like a free dessert for the whole crew at your restaurant. They’ll come back.)
These are the kinds of experiences travelers remember, and they’ll remember that you cared enough to create them.
Connection Beats Convenience
Technology is making everything more convenient, but often at the expense of human connection. Guests might be fine using an AI chatbot to request extra towels or late checkout, but is the bot going to give them the inside scoop on that hot new restaurant, or offer a local’s perspective on whether that tour is really worth it? Nope.
Human connection feels more and more scarce these days, and a growing number of people are willing to sacrifice convenience for it. They want conversations, in-person encounters, even random surprises. Even if it means taking more time or requires a few extra steps.
“It was so easy to make our room-service order on the hotel website” doesn’t quite make for the start of a memorable story. You know what does? “We had dinner at the hotel bar, and when the bartender heard we were big fans of the band playing across the street, he somehow hooked us up with tickets!”
Your Property’s ‘Product’ is Lasting Memories
You sell rooms, meals, drinks, and so on, but your “product” needs to go well beyond that. Your guests must feel that your property is a place where they can disconnect from everyday life (and everyday devices), connect with each other, and engage with their surroundings through genuine, authentic experiences.
Ultimately, your product is what guests take home with them, the things that stick with them long after their stay. If you aren’t creating those lasting memories, it might be time for a more “human” approach.
