TECH
DIGITAL HOSPITALITY WITH HEART
IN A WORLD WHERE GUESTS GLIDE THROUGH CHECK-INS AND BOOKINGS WITHOUT A SINGLE TOUCHPOINT, THE REAL CHALLENGE BEGINS: HOW DO WE KEEP HOSPITALITY HUMAN IN A CONTACTLESS AGE?
BY KONE MASWANGANYI, BRAND AND UX STRATEGIST, @ 2SMART GIRLS
Contactless hospitality has shifted from niche innovation to widespread expectation. Guests today want smoother journeys, fewer queues, and the freedom to move through hotels, restaurants and travel spaces without unnecessary steps or friction. As the industry becomes more digitised, a new tension is emerging: how do we keep hospitality human when more of it is happening without humans?
To understand where we are now, we have to rewind a little.
What contactless hospitality really is …
Contactless hospitality, in its simplest form, describes guest experiences designed to minimise face-to-face interactions. It allows guests to check in, unlock rooms, order, pay, request services and complete their journeys using digital tools rather than staff-led processes. Importantly, the goal was never to remove hospitality. The goal was to remove friction( the repetitive administrative parts guests don’ t enjoy) while still preserving the comfort, care and connection that define great hospitality.
From queues to convenience
Before 2010, everything was humanmediated. You queued at reception, handed over your ID and bank card, signed slips and waited. Staff were the gateway to every part of your stay.
Between 2010 and 2019, the industry started experimenting. Online check-in cropped up in a few forward-thinking hotel groups and early digital keys appeared. Mobile-first behaviour expanded dramatically as QR codes, apps and cloud-based systems became normal in everyday life. Hospitality was not leading this shift – guests were. People
136 TRADE & TASTE / 2026