Kennedy Webcast Warns Hoteliers Against Over-Automation

Hospitality consultant Doug Kennedy plans to tackle what he calls the risks of over-automation in lodging during a no-cost webcast scheduled for late August, according to an announcement from Hospitality Net.

The August 21 training session will explore Kennedy's concept of "technification" — a term he uses to describe the proliferation of automated systems across hotel operations — and how reliance on technology without sufficient human touchpoints may be eroding brand differentiation. The webinar, designed for both frontline staff and management teams, will reportedly focus on strategies to restore personal connection while maintaining operational efficiency.

Kennedy's central argument positions excessive automation as a contributor to commoditization, the process by which distinct hotel brands become interchangeable in guests' perceptions. The session will provide guidance on what Kennedy terms "humanification," an approach that balances technological tools with direct guest interaction.

The training is being offered at no charge to hospitality professionals and aims to equip both customer-facing employees and leadership with methods to differentiate their properties through personalized service. Kennedy's programming typically addresses operational challenges facing hotels and focuses on staff development strategies.

As the lodging industry continues to deploy self-service kiosks, mobile check-in platforms, and automated communication systems, questions around the optimal balance between efficiency and personal service have gained prominence. Kennedy's webcast enters this conversation by suggesting that technology implementation without corresponding attention to human elements may undermine the premium positioning many hotel brands seek to maintain.