{"id":6369,"date":"2026-06-08T18:00:15","date_gmt":"2026-06-08T21:00:15","guid":{"rendered":"https:\/\/hsmailatam.org\/?p=6369"},"modified":"2026-06-08T18:00:16","modified_gmt":"2026-06-08T21:00:16","slug":"como-el-liderazgo-humanizado-se-destaca-en-una-hoteleria-cada-vez-mas-automatizada","status":"publish","type":"post","link":"https:\/\/hsmailatam.org\/en\/como-el-liderazgo-humanizado-se-destaca-en-una-hoteleria-cada-vez-mas-automatizada\/","title":{"rendered":"How humanized leadership stands out in an increasingly automated hotel industry"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Automation is everywhere, and the hospitality industry is already feeling its effects. This article stemmed from a recent discussion by the HSMAI Revenue Advisory Board.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The participants agreed that the question is not whether technology will continue to advance, but what will happen to hospitality as that happens.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A phrase shared during the conversation summarized the core of the discussion:<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe will only realize it when we have already gone too far.\u201d<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A recent Harvard Business Review article posed the issue clearly. Efficiency can be scaled, but human connection is what creates differentiation.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As one of the participants pointed out, the moments when human interaction becomes most important are also those in which revenue and loyalty are most at stake, such as in recovering from service failures, in the relationship with high-value guests, and in bookings made well in advance.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">It is precisely in these situations that automation can create risks, rather than enhance the experience. One pattern emerged during the discussion: routine questions can be automated. Anything that reduces friction and simplifies the guest&#039;s journey can also be automated.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">However, the touchpoints that truly build the experience, influence loyalty, strengthen pricing power, and encourage return visits must remain human.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A call made after check-out at a leisure resort made an impact because it was perceived as an intentional initiative. That same expectation probably wouldn&#039;t exist at a budget hotel. Context and guest expectations make all the difference.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The category and positioning of the hotels shaped much of the debate.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Some participants believe that human contact could become a luxury differentiator, while automation frees up teams to focus on higher-value interactions.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Others questioned whether loyalty will continue to be as important in a scenario defined by efficiency and rising labor costs.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Examples of hotels considered autonomous also highlighted the gap between promise and practice. A fully automated hotel is rarely truly autonomous.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most relevant questions arose at the end of the discussion:<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">If technology takes over most transactions and efficiency becomes a basic requirement, what will actually create pricing power?<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Will it be efficiency, personalization, brand strength, or human hospitality?<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Initial opinions differed, but the group agreed that the traveler&#039;s intention adds another layer to the discussion.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A business traveler arriving at a hotel at midnight is likely looking for speed. A leisure guest may value connection and relationship more. The same brand can cater to both needs, provided it understands its target audience. The final part of the conversation focused on segmentation.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Traditional models no longer fully reflect current behavioral patterns. Without precise signals, the possibilities for personalization remain limited.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Several participants highlighted the importance of first-party data and guest engagement, including pre-arrival behavior, direct bookings, and what customers choose to accept or ignore.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Others pointed out that even the best segmentation doesn&#039;t produce results when the technology isn&#039;t working properly. Any difficulty during the process can quickly undermine trust.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The conversation ended with more questions than answers, which seems appropriate for the current state of the industry.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Automation is advancing rapidly. Human hospitality remains important. It is precisely in the tension between these two elements that business strategy begins to take shape.<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Questions for the teams<\/p>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As hotels adopt more automation in reservations, communication, and operations, at what points should organizations intentionally preserve human interaction for its ability to generate more revenue, strengthen loyalty, and extend guest value over time?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What should be the level of involvement of business leaders in building the guest experience, considering that this experience influences pricing power, repeat business, and long-term revenue growth?<\/li>\n\n\n\n<li>In what situations has human hospitality already directly influenced revenue performance, whether through higher average rates, new stays, additional consumption, or greater loyalty?<\/li>\n\n\n\n<li>When evaluating new technology investments, how should organizations balance cost reduction with the revenue potential generated by better experiences and stronger relationships?<\/li>\n\n\n\n<li>If artificial intelligence takes over most transactions and operational efficiency becomes a basic requirement, what will create pricing power for hotel brands in the future?<\/li>\n\n\n\n<li>Will it be efficiency, data-driven personalization, brand strength, or genuine human hospitality?<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>La automatizaci\u00f3n est\u00e1 presente en todas partes y la hoteler\u00eda ya siente sus efectos. Este art\u00edculo surgi\u00f3 a partir de una discusi\u00f3n reciente del Revenue Advisory Board de HSMAI. Los participantes coincidieron en que la cuesti\u00f3n no es si la tecnolog\u00eda seguir\u00e1 avanzando, sino qu\u00e9 pasar\u00e1 con la hospitalidad a medida que eso ocurra. Una [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6370,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[50],"tags":[36],"class_list":["post-6369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revenue-management","tag-revenue-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo el liderazgo humanizado se destaca en una hoteler\u00eda cada vez m\u00e1s automatizada - HSMAI Latam<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hsmailatam.org\/en\/como-el-liderazgo-humanizado-se-destaca-en-una-hoteleria-cada-vez-mas-automatizada\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo el liderazgo humanizado se destaca en una hoteler\u00eda cada vez m\u00e1s automatizada - HSMAI Latam\" \/>\n<meta property=\"og:description\" content=\"La automatizaci\u00f3n est\u00e1 presente en todas partes y la hoteler\u00eda ya siente sus efectos. 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