With AirBnB becoming increasingly popular, hotels must strive for greater differentiation in order to attract consumers. For many, this means utilising technological advances for greater automation. Appealing to luxury-minded consumers, these technological injections include smart phones as digital room keys, digital room assistants which are controlled by voice automation, and apps which can replace Do Not Disturb signs. And yes, there may be some robots - primarily working in the service arena (think room service delivery, pool towel delivery and bellman duties). Of course, with the growing Millennial and Generation Z consumer base, customisation within hotels will be essential - technology which can decrease inefficiencies while catering to individual customer needs will be an unbeatable combination.