By Steven Moore
Hospitality is a people business. Even as the use of technology and data has expanded across the industry, the importance of personal connections remains foundational to hospitality. However, rising costs, staffing challenges and higher expectations from both guests and investors are putting the humanity at the heart of our industry under strain.
When technology is misapplied, it can dilute the human connection at the core of hospitality. But when used thoughtfully, the right data—delivered at the right time—can deepen the sense of purpose, recognition and connection that defines great, human-centered hospitality.
Here are four ways hoteliers can use data to amplify the human element of hospitality.
1. Data helps people see their impact
Most of the work that makes a hotel run well is invisible. When a guest walks into a clean room, receives the amenity they requested or checks in quickly, they usually don’t see the team effort behind it. There’s a feeling of fulfillment and pride that comes from seeing how your work positively impacts others. Hospitality professionals often don’t get to see how they made a difference. With the right data, they can.
When housekeepers see how faster room readiness improves guest satisfaction scores, or when front desk staff can track their roles in boosting Net Promoter Scores, something important happens—they see how their contributions make an impact. That shift from “what I do” to “why it matters” is where energy, engagement and excellence exist.
2. Data enables personalized recognition
Recognition is powerful when it’s earned; it’s most powerful when it’s specific. Data can allow leaders to catch moments of excellence that might otherwise go unnoticed. For example, metrics can show who resolved the most guest requests last week or who consistently gets positive reviews. Data makes it possible to celebrate people by name for specific things they did. That kind of recognition builds confidence, reinforces standards and drives performance in ways that general encouragement cannot.
Recognition grounded in data also reinforces a feeling of belonging. In an industry challenged by high turnover rates, belonging is vital. When people feel like they matter—like they’re seen, valued and included—they stay longer, care more and serve better.
3. Data creates shared purpose across roles
It can be difficult for hotels to sustain alignment across different departments, especially during high turnover or busy seasons. It’s easy to drift into silos, with each team focused on its own pressures and priorities. Data, however, creates a shared reality.
When everyone—from housekeeping to maintenance to the GM—can see the same occupancy targets, service goals or scheduling benchmarks, there is clarity across the organization. That clarity builds trust and reminds people that they’re contributing a part of something bigger than themselves.
4. Data builds purpose and momentum
Progress is most powerful when you can feel it in the moment, which is why real-time data matters so much. When an engineer sees maintenance requests resolved faster than the day before, or a food and beverage team watches upsells tick upward during a shift, it creates momentum. In turn, momentum creates motivation. The faster people can connect their effort to an outcome, the more likely they are to lean in, push forward, and repeat that success.
The future of human hospitality
The best hotels feel good to be in. They reflect the warmth, care and attentiveness that make people feel welcome, whether they’re checking in as a guest or showing up for work. Data doesn’t replace that magic, but it can make it easier to deliver, scale and maintain it.
We’ve always known that people power hospitality. Today, data and technology give us new tools to better empower the people delivering it. When we help our teams see their impact, feel recognized, stay connected and work with purpose, we’re not just building better businesses—we’re building better experiences for everyone they serve.
Steven Moore is CEO of Actabl.
This is a contributed piece to Hotel Business, authored by an industry professional. The thoughts expressed are the perspective of the bylined individual.
