Humans as luxury: Redefining value in an automated hospitality future
31 Mar 2026
Hospitality Leaders Forum
Presentation
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Leadership
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CPO/ HR
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CIO/COO/CTO
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CEO/ CFO
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Foodservice
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CMO
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Hotelier
As robotics and AI redefine frontline service delivery, human labour is becoming increasingly scarce, strategically valuable and expensive. Drawing on his research, author Simone Puorto, one of hospitality’s most forward-thinking strategists and futurists, examines how automation shifts the value curve. Whereas once the goal was replacing people with machines, Simone believes the future of luxury hospitality will hinge on when, where, and how human presence is curated as a premium differentiator. This session will explore emerging models of service delivery and learn how authenticity, empathy, and human-led personalisation can become key competitive advantages in a world dominated by algorithmic efficiency.
