How can tech investments drive real returns?
The starting point is measuring the impact of technology investments. Hotels need to clearly define what they want to achieve and track performance against it.
This includes metrics such as self check-in and check-out rates, as well as how many guest messages are handled automatically. Without these measurements, it is difficult to understand the real return on investment.
To achieve meaningful results, investment needs to be balanced across both the guest experience and the employee experience. Focusing on only one side limits the overall benefit, while addressing both allows hotels to improve efficiency and capture more value from their technology.
How should hotels balance AI and human service?
It is important to define clearly where AI should be used and where human intervention is required. Not all situations are suitable for automation.
In critical moments, such as when a guest is unable to access their room late at night, a human response is necessary to resolve the issue quickly. These business-critical cases require immediate and reliable support.
At the same time, AI can be used effectively for handling routine tasks and standard interactions. The decision between AI and human involvement can also be guided by sentiment, including how a guest communicates and the context of the request.
Understanding tone and intent allows hotels to determine whether an interaction should be handled automatically or escalated to a human team member.
What are you most excited about for Like Magic in the next year?
Like Magic is expanding through partnerships, including its collaboration with TFE Hotels, where the solution is already live across a growing number of properties and continuing to scale globally.
There are also developments in new functionality, including wallet-based solutions that aim to simplify the guest payment experience.
In addition, there is a focus on guest profiling and connecting this data with CRM systems. This allows hotels to better understand guest behavior and use that information to deliver more personalized experiences.
🎧 Listen to more interviews from the ITB 2026 series, where we speak with hospitality and travel tech leaders about the future of the industry.
If you want to understand how your brand stays visible and relevant as AI continues to shape hospitality technology, get in touch with Abode Worldwide.
