Daniel Berman, President & CEO at AD1 Global, a hospitality company, reflects on the importance of balancing automation and personalization in the industry. While AI can bring efficiency, Berman believes that the human touch is crucial for creating authentic and meaningful interactions, especially in the hospitality sector.
Berman highlights the significance of personal check-in processes at hotels, emphasizing the value of dedicated concierge or front desk staff members over AI-powered kiosks. He suggests that offering remote check-in as an option, rather than a requirement, allows for a balance between technology and human interaction. Berman also introduces the concept of a live agent kiosk, which combines AI with a real person to provide empathy and a smile to guests.
In hospitality, Berman emphasizes the importance of anticipating and fulfilling guests’ needs through human intuition and empathy. He believes that personalized touches, such as remembering guests’ preferences and showing genuine care, can foster a sense of connection and make guests feel valued. Berman recommends training staff to engage with guests in a friendly manner, as AI cannot provide the same level of human interaction.
Berman discusses the role of human creativity in creating uniquely memorable guest experiences, from designing hotel spaces to offering unique amenities and activities. He highlights the impact of real-life interactions, such as having a DJ rather than piped-in music, in enhancing guest satisfaction. Berman believes that human agents can empathize and provide personalized care in situations where AI may struggle.
The human touch is also crucial in resolving complex guest issues and handling unexpected situations, according to Berman. While AI excels at routine tasks, human staff members are better equipped to adapt and empathize in nuanced scenarios. Berman suggests programming AI to transfer interactions to human agents when necessary, allowing for a seamless transition and personalized resolution.
Berman emphasizes the importance of investing in staff training to empower them to deliver personalized service excellence. While technology can facilitate communication and streamline processes, Berman believes that fostering a culture of empathy, attention to detail, and genuine care for guests is key to differentiating in a competitive marketplace and building guest loyalty. Positive guest sentiment, influenced by human interactions, can also contribute to a company’s brand image and reputation in the era of online reviews and social media.
