Hospitality Today Summer 2017 (#38) - Page 12

12 | Hospitality Today | Summer 2017 Applying technology ‘for the sake of it’ will harm hospitality brands, says digital consultancy Whilst disruptive technology has huge potential to transform customer experience, hospitality brands need to exercise caution when applying it, says digital consultancy CAB Studios. ‘Gimmicks’ should be avoided, and a strong emphasis should still be placed on the human touch. This is according to CAB’s new White Paper ‘Power to the Customer’, which explores how brands must evolve in the customer age, and what marketers need to do to keep pace.