The competition is at an all-time high for hotels to earn guests’ loyalty and many have turned to the latest technology to help them do so, whether it’s Japan’s hotel staffed entirely by robots or the new FlyZoo hotel using facial recognition in lieu of room keys.

While these flashy tech initiatives are trending among media headlines, they don’t always align directly with customer satisfaction. Hoteliers today need to find the right balance of technology and hospitality to cater to what their guests want.