The ‘Tech-and-Touch’ Balance Navigating Technology, Trust, and Human Connection in Luxury Hospitality Personalizatio&

Description

This research by Dr. Kabangire Julius, Prof Korir Jacqueline, and Dr. Rotich Dorothy, explores the interplay between technology adoption, data privacy, and human connection within 5-star luxury hotels in Kigali, Rwanda. Drawing on empirical data from 20 managers and 30 guests across 10 properties, the study establishes the ‘Tech-and-Touch’ Balance a dynamic equilibrium where digital tools streamline operations and guest control, while emprowered stuff deliver emotional warmth and authentic loyalty.

Key insights reveal a ‘Predictive Personalization Gap’ between current reactive systems and guest desires for AI-driven anticipatory service. Central to bridging this gap is the ‘Trust-Transparency Nexus’, framing guest data privacy as a foundational ‘safety need’ (aligned with Maslow’s hierarchy) and a mandatory prerequisite for personalization. Finally, the study introduces the ‘Proactive Anticipatory Service (PAS) Resource’, providing an operational framework for luxury hotels in emerging markets to institutionalize unprompted service delivery without sacrificing human warmth.