Should a hotel or a company servicing hotels stress automation as much as or more than the human touch? Finding the right mix is ever more important when it comes to the changing dynamics of purchasing power. While technology is evolving at a pace that couldn’t have been foreseen, we continue to push not only ourselves but also those around us to do more with less. As hotel owners, this translates to increasing guest satisfaction with the same number of associates, or fewer, as the cost of customer acquisition has increased over the last couple of decades. This provides new opportunities for hotel service providers to offer services that in the past have been unattainable or too expensive.