Luxury Hotels Use AI To Preserve Soul

In a Luxury Unfiltered column, Daniel Langer (CEO of Équité) warns that luxury hotels' push to automate guest journeys prioritizes efficiency over emotional value, risking erosion of brand equity and pricing power. He advocates using AI to augment staff—signal optimal moments for human intervention, measure social capital and conversation ROI, and introduce controlled serendipity to preserve unexpected, memorable guest experiences.