| | 8 HOSPITALITY BUSINESS REVIEWMARCH 2024By Mark Braver, Director of Operations, Partner, The Fifty/50 GroupWHY TECHNOLOGY IS SIGNIFICANT IN HOSPITALITY?Have you ever considered why we are surrounded by so much technology in hospitality? Ostensibly these efficiencies help us achieve results faster, but at what cost? I should say right now that I am a fan of technology that enhances our ability to perform and, in our company, we utilize many tech platforms. But it's also worth exploring the balance between a surface understanding of some hospitality processes and deeper knowledge. Technology in the hospitality space allows us to perform tasks faster and more efficiently. What once was done by hand and pencil for hours may now be done in a nanosecond utilizing an algorithm that thinks for us. And therein lies the rub. If these efficiencies will never become obsolete, then why take the time to learn and understand deeply the process and reasoning behind the solution? Let's take the process of making a reservation at a restaurant as an example. In the pencil and paper days, a guest would generally call the restaurant on the telephone, a Mark BraverIN MY OPINION
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