MARHABA
Q4, 2025
Hakan Ozel Vice President of Operations & General Manager, Shangri-La Dubai Key features include flexible digital and in-person check-in, mobile-based concierge services, smart room controls, on-demand housekeeping, and the use of AI and IoT to anticipate guest needs. Several factors are driving this shift. Millennials and Gen Z travelers value personalization, independence, and instant access, while advances in mobile technology and smart infrastructure make hybrid services feasible. Automation also helps hotels optimize labor costs by allowing staff to focus on high-value, guest- facing interactions. For guests, the hybrid model offers greater control, comfort, and customized experiences, while contactless options enhance privacy and safety. For hotels, it improves operational efficiency, provides valuable guest data, and positions properties as innovative and future-ready. However, successful implementation requires significant investment in technology, strong cybersecurity, and—critically—effective staff training. Technology must support, not replace, genuine hospitality. The future of luxury lies in integrating tradition with innovation. By maintaining a human touch while embracing digital tools, hybrid luxury hotels can deliver memorable, flexible, and relevant experiences. This model is not a trend, but the emerging standard for the future of hospitality. FUTURE OF HOSPITALITY The hospitality industry is experiencing a significant transformation driven by evolving guest expectations, technological innovation, and changing travel behaviors. One of the most influential developments shaping its future is the hybrid luxury hotel service model. This approach combines the high-touch, personalized service of traditional luxury hotels with the efficiency, flexibility, and autonomy of digital and self-service solutions. As guest preferences diversify, hotels that rely solely on either traditional service or full automation may struggle to remain competitive. Hybrid luxury hotels balance human interaction and technology, allowing guests to choose how they engage with services. Personalized, face-to-face service remains available, while contactless and digital options provide speed, privacy, and convenience.
Abridged version of article published in the Global Trend Monitor, January 2026 issue
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