A speciality strategic brand, marketing and digital consultancy has warned hospitality brands to put a “strong emphasis on the human touch”.

While disruptive technology can positively transform the customer experience, a survey has found that 60% of hotel guests still prefer speaking to a real person at the reception desk when they arrive. Customers may expect to manage many parts of a stay via smartphone or other technology, but the human interaction part is possibly more important than it was before.

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