Think back to the last time that you checked in to your favourite hotel. Were you welcomed by an affable, familiar smile or proffered a QR code to scan? Were you excited about the unveiling of a proprietary messaging system? 

At first glance, better technology in the hotel bedroom can be a good thing for streamlined and more efficient communication. For some guests, it’s a way to cut to the chase and avoid pesky interpersonal interactions. 

But how does it feel to totally replace the faces and the voices of familiar eager-to-please staff members for backlit screens? That’s where most hospitality-tech evangelists come unstuck. The desire for human connection and a local perspective is something that artificial intelligence (AI) and algorithms are having real trouble replicating. As a full-time concierge at a top Paris hotel, I should know.

Lately, the push for technology to streamline human communication in the luxury-travel industry has escalated. This is especially evident in messaging systems now used by several high-end hotel chains that cater to those guests who shun traditional communication methods in favour of efficiency. 

The problem? By giving completely anti-social guests what they want – and looking to justify the costly set-up of new technology by suggesting that this is progress – hoteliers are at risk not only of enabling but also cultivating rudeness and bad behaviour. 

AI has already started handling simple guest requests. Some tools appeal to the convenience-oriented traveller who thinks that calling a human at the front desk is somehow outdated or banal. It’s not always bad for staff either, especially if it saves time. 

The only real difference between a good hotel and a great one – décor, location and your own preferences notwithstanding – is the level of service. And in my decades in the job this is rarely, if ever, a matter simply of efficiency. It’s mostly about moments of personal connection that help guests to feel seen and looked after.

Perhaps it’s time for a small step back from the precipice. Technology can be convenient, of course, but this shouldn’t be confused with hospitality. Sometimes good service involves making an effort for others.

The best hotels must balance the capacity to streamline services with preserving meaningful interactions. People travel for face-to-face time – not Facetime – and that should be the way forward.

Adrian Moore is a Paris-based Clefs d’Or concierge and co-author of the book ‘Chefs’ Fridges’ published by Harper Collins.