We are currently witnessing the beginning of the second industrial revolution, in which all sectors of the economy are, to some extent, seeing machines replace and/or support human workers. The hotel industry, and especially the luxury hotel sector, need to decide how much human touch and technology support should be offered to their guests. What role will individual, personal service play for different customer segments in the future? And what potential do Big Data and Artificial Intelligence have for offering guests tailor-made services at the right time and at the right touchpoints? What new roles will employees have?