Why Investing in Humans Will Beat AI in Hospitality

Do you have any hot takes about the industry as a whole? Is there a hill that you're willing to die on? Yeah, I think my hot take now is about... Investing in humans more than AI. I think human interaction is going to be a luxury experience. And we talked about it before, about there's so much AI slop out there with flyers that when you first see them, when AI first came out, it's like, wow, they had a great graphic designer. They must have spent hours on that. And now you realize, oh, that took 20 seconds in a prompt. Long posts that have those three bullet point emojis, that's AI, and you just gloss over it. The smart marketer, Smart operators are zigging when everybody's zagging. Instead of doing more AI slop and like, oh, my slop's a little bit better than somebody else's, I think you need to be investing. More in humans, especially because talent, there may be more good talent on the market now. All these, a lot of companies are like, oh, we're slashing headcount, we're slashing headcount because we're automating more. Customers, if you're going after the market that has disposable income, that wants to be treated well, they're going to go where like at the encore check-in where there's 10 people that are presented well, they look good, they deliver good service. They're going to go there and spend their money there as opposed to the Taco Bell kiosk. Not everybody can The top of the market, there's some places that need to be no frills and operate as lean as possible. But I think if you're an operator that's in a market where you have margin, I would invest in more people. I think that's the way to win in the market.