Humanising Hospitality: Balancing Innovation and Well-Being in a Post-Pandemic World

Bianca Bacher
Apr 7
3 min read

Eine Hotelzimmerkarte wird dem Gast überreicht — "Humanity in Hospitality" - AI-generated Image

After the difficult times brought on by the pandemic, the hospitality industry has largely returned to its former rhythm. Travel is booming once again, and hotel lobbies are full of life. But behind the scenes, much has changed. While the industry may look familiar on the surface, a closer look reveals a persistent and pressing issue: the people who once carried this industry forward are still missing.

During COVID, many hospitality employees were forced to leave their roles—some temporarily, many permanently [1]. As a result, even today, countless businesses face ongoing labour shortages, with critical positions remaining unfilled [3]. The challenge now lies not only in attracting talent but in rebuilding trust and creating work environments where people genuinely want to return—and stay. This is what I call "Humanising Hospitality".

At the same time, a new wave of innovation has swept through the industry. The rise of AI and automation has opened the door to unprecedented efficiency. From smart room features to digital POS systems and AI-enhanced service flows, hotels and restaurants are embracing technology to stay competitive in a fast-moving world. In fact, 83% of executives increased their AI budgets for 2024, and 89% believe generative AI will significantly impact their business in the next three years [2]. Read the post on AI in hospitality here.

But in the pursuit of efficiency, another essential element risks being lost: the human connection. The very soul of hospitality—the ability to make people feel welcome, seen, and cared for—is fading in some operations.

Many hospitality teams today are overstretched. Best practices are often reduced to rigid standards. Burnout is widespread. In a study conducted in 2024, 47% of frontline managers reported burnout, and 68% said their team members have expressed similar concerns. Notably, 64% of respondents said staff have left roles due to burnout [3]. In many businesses, employee well-being is deprioritised in favour of short-term operational performance. Last-minute schedule changes, ignored holiday requests, and minimal flexibility have become the norm. While flexibility and reliability are expected from employees, the same courtesy is not always extended by employers.

In this context, it becomes clear: hospitality is trying to advance—but in doing so, it is neglecting one of its most vital assets. If the people delivering the guest experience are disengaged, exhausted, or unsupported, even the most beautifully designed operations will fall flat. Guests will notice. Experiences will feel transactional rather than emotional. And loyalty will suffer.

So how do we reclaim the human side of hospitality—without slowing down progress?

Rethink Your Guest Experience Touchpoints

Look at every step of your guest journey. Where are the natural moments for meaningful interaction? How can you reduce administrative or repetitive tasks through technology so that your team can focus on connection rather than coordination?

Listen to Your Team

Ask questions. Hold structured focus groups. Collect feedback regularly. Employees are closest to the pain points—and often have the best ideas for improvement. Empower them to be co-creators of the experience, not just executors.

Rediscover Your Emotional Signature

What feeling do you want to leave guests with? Is it warmth, curiosity, inspiration? Build your operations, touchpoints, and internal culture around that emotional target. Let your team embody it, not just deliver it.

Don't Fear Tech - But Lead with Human Intention

AI is not the enemy. In fact, it can be a powerful ally when used to elevate, not replace, human connection. Use it to uncover personalisation opportunities, streamline back-of-house processes, and free up time for your staff to shine.