As technology evolves, so do the demands of our industry and workforce. Yet, in hospitality, technology’s role should be simple: it must empower people, not replace them. Our industry revolves around human connections, and while automation can streamline operations, it’s the personal touch that brings guests back and drives team engagement. In a recent conversation with Rob Smith, CEO of Stonebridge Companies, we explored the balance between digital innovation and human interaction—a conversation that feels more relevant than ever as labor challenges and shifting guest expectations reshape hospitality.
Technology as a Tool, Not a Replacement
At Unifocus, we see automation as an enhancement, not a replacement. Rob and I both agree that the value of technology in hospitality lies in its ability to free team members from mundane, repetitive tasks, allowing them to focus on what matters most: connecting with guests. For example, I recently observed a simple yet effective approach in a major brand’s concierge lounge. Without a full-time bartender, servers were equipped with short training videos on how to prepare popular cocktails. This hybrid approach allowed them to serve efficiently without compromising on quality—a practical use of technology that serves guests without replacing valued staff.
Embracing the Next Generation of Talent
As a younger generation of digital natives joins the workforce, the expectations around technology in the workplace have shifted. Today’s employees expect tools that provide flexibility, real-time updates, and direct communication channels. They’re not intimidated by technology; rather, they expect it to enhance their roles, giving them more control over schedules, allowing for seamless shift swaps, and automating basic tasks so they can focus on delivering exceptional guest experiences.
This is where modern workforce management tools, like those we’ve developed at Unifocus, come into play. Imagine, as Rob suggested, if a hotel could preemptively adjust staffing to accommodate for labor strikes or unexpected surges in demand. Our predictive scheduling and analytics make this possible, enabling hoteliers to anticipate staffing needs and adjust dynamically. It’s like using Google Maps rather than a static map—technology that adapts to real-world conditions so that managers can focus on guests instead of scrambling to address preventable challenges.
A Balance of Efficiency and Empathy
For all its advantages, technology must be carefully integrated into the guest experience. Take the example of self-service kiosks in airports and hotels. When designed well, these kiosks speed up check-ins, allowing staff to focus on guests who need more personalized service. Poorly implemented, they can alienate customers who may feel they’re being asked to do the staff’s job. Success lies in design: when technology enhances convenience without detracting from personal experience, it elevates the overall stay.
Rob shared an insight that resonates deeply with our approach at Unifocus: every piece of technology we implement should either improve the guest experience or enhance the job satisfaction of our associates. Anything less risks turning technology into a cost-cutting measure rather than a tool for empowerment. Technology should never feel like a barrier between staff and guests but rather a bridge that makes the guest experience smoother and the team’s role more rewarding.
Learning and Adapting Along the Way
The journey to adopting new technology isn’t without its lessons. For example, at one of Stonebridge’s properties in Phoenix, the team introduced barcode-enabled poolside ordering to streamline service. But this led to an immediate influx of orders in the kitchen, creating a stressful day for the culinary team. It’s a reminder that thoughtful, gradual integration of technology is essential. This serves as a reminder that thoughtful, gradual integration of technology is key. When we rush, we miss the opportunity to refine and adapt, risking disruption to operations.
We often advise our clients to start small, using practical pilots and focusing on specific use cases that can be scaled effectively. It’s tempting to think that AI and automation will solve every challenge, but the most impactful tools are often simple, accessible, and designed to meet real, immediate needs.
Putting People at the Center
In the end, technology in hospitality should operate in the background, supporting the human connections that define our industry. For hoteliers, this means implementing tools that empower teams to do their best work, reduce tedious tasks, and re-engage in the elements of hospitality that attracted them to the industry in the first place.
As we move forward, our mission is to support hoteliers in harnessing the best of both worlds: innovative technology that works invisibly and a workforce that feels empowered and valued. The heart of hospitality is people serving people, with technology quietly enhancing the experience.
To learn more about how Unifocus is helping transform labor management for the modern hotel, visit Unifocus.com. Because ultimately, in hospitality, success is defined by the quality of human interactions we create—with a little help from technology to make those moments possible.
About Unifocus
Unifocus is a global leader in workforce management technology, serving properties in 68 countries and 31 languages. Designed for hotels, Unifocus boosts hotel performance with intelligent analytics that automate labor budgeting and forecasting, delivering precise staffing levels and workloads by streamlining Planning & Scheduling, Time & Attendance, and Operations Management tools. Employees love the mobile app for seamless communication, with features like effortless shift swaps using the award-winning Shift Genius, and real-time prioritization of guest requests, housekeeping and maintenance tasks. Operational efficiency is accelerated with compliance alerts that allow managers to focus on what truly matters: maximizing guest satisfaction and fostering a productive, engaged workforce. Discover the future of hotel operations with Unifocus. Visit Unifocus.com today.
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