Do hotels still need General Managers in 2024?
As AI reshapes hotels, the need for General Managers remains crucial, blending technology with emotional intelligence for exceptional guest experiences.
In an era where artificial intelligence, automated systems and digital check-ins are reshaping how we experience hotels, it begs the question: Do we still need General Managers (GMs) to run hotels?
From contactless check-ins to hotel apps that handle everything from room service to maintenance requests, the hospitality industry has embraced technology in ways that many could not have imagined even a decade ago. Some properties are now experimenting with people-less interactions, delivering an almost fully digital guest experience. This shift has left some wondering whether the role of the General Manager is still essential or if it’s slowly becoming obsolete.
The traditional role of the GM, at least for many of us, conjures up images of a figure hovering over operations, ensuring things run smoothly, while occasionally making guest appearances at key touchpoints like arrival, breakfast and departure. But in today’s fast-paced, tech-driven world, is that enough?
A hotel’s General Manager is typically the linchpin between the operational efficiency of the property and guest satisfaction. GMs oversee a range of departments from housekeeping and food and beverage to marketing and finance and are responsible for making critical decisions that affect both the day-to-day and long-term success of the hotel. But in 2024, when many of these responsibilities can be outsourced to algorithms and data-driven systems, what makes the GM irreplaceable?
The answer, it seems, lies in the human touch. While technology can streamline operations and increase efficiency, it lacks the emotional intelligence and adaptability that a seasoned GM can bring. Guests might appreciate the speed and convenience of digital check-ins, but they still value human interaction, especially in moments of friction or uncertainty. A smile from a GM, a personal greeting at breakfast, or a thoughtful farewell at checkout can transform a stay from functional to memorable.
