As the faithful know, my role for this particularly valuable industry news platform, is to critically appraise the state of industry. To challenge the status quo. To call out our shortcomings. As a passionate hotelier, who is also able to follow the directives of his charter, I embrace the task. I honestly hope that the topics addressed are food for thought and that the discussions are a catalyst for different approaches to industry challenges. Perhaps reminders of what it is we stand for.
Perhaps at no other stage of our species existence have we been faced with the scale of dilemma of a technically charged future. There is much uncertainty. And yet, with this uncertainty, the silver lining, or perhaps the deep seated rage is that hospitality is an industry of human beings. Many from the most senior to the daily operators of our industry continue to highlight the core nature of people : hospitality. Without people there can be no hospitality.
However, as much as there are challenges we must face in the broader travel and hospitality industry, there is far more joy and reason for a hopeful future of hospitality.
Surely this is a reason to be cheerful at this time of the year. For the passing of another year, and the opportunity to face these challenges head on, with the objective to find a healthy balance between the tech-enablement and the genuineness of human connection.
Let’s celebrate some of the meaningful human encounters our industry provided this year as we look toward 2026.
The Emotional Data Override
- The Scenario: A long-time guest checked into a luxury hotel. The system noted the guest’s past preference for the same room, same brand of champagne, and a standard check-in script. However, the Front Desk Agent recognized the guest’s name from an internal alert (a note that the guest’s traveling partner had recently passed away).
- The Human Connection: The agent instantly overrides the entire script and champagne delivery. Instead of saying, “Welcome back, [Name]!”, the agent greets the guest softly, skips the standard upsell, and simply says, “We are so sorry for your loss. We have placed you in a quiet corner suite this visit. Is there anything at all that we can do to make this stay easier for you?” The agent also quietly ensures that the minibar is stocked with tea and water, not the usual champagne.
- The Extraordinary Impact: This act of emotional discretion and compassion is priceless. The human staff member used their empathy and emotional intelligence to protect the guest from a painful, system-generated reminder. This unscripted, anti-personalized gesture proved the staff was prioritizing the guest’s emotional health over automated efficiency.
The “Forgotten” Birthday Ritual
- The Scenario: A guest checking into a luxury resort mentioned in a booking note that the trip was for a milestone birthday, but added, “I don’t want any fuss or cakes, please.”
- The Human Connection: The staff knew a complete lack of acknowledgment would feel cold. The Guest Relations Manager didn’t order a cake. Instead, based on the guest’s known habit of taking a sunrise walk, the staff placed a single, beautiful local flower and a small, philosophical, hand-written note on a bench along the guest’s known walking route. They also discretely arranged for a local charity donation in the guest’s name.
- The Extraordinary Impact: The staff honored the request for no fuss, but fulfilled the human need to be acknowledged on a significant day. It was a thoughtful, discreet, and deeply meaningful gesture that required coordination, empathy, and respect for the guest’s expressed wishes—a perfect example of personalized service without being intrusive.
These are priceless moments of impact that only the people of our industry have the immense privilege and capacity to create.
If that doesn’t warm the heart at this time of the year, then you might be better at the 10 Minutes Hotels – International Edition weekly rant than I!
I can’t wait for 2026 and seeing what we are able to make of our shared industry together.
Life is so tech. Season’s greeting to you and your loved ones.
Mark Fancourt
