As hospitality businesses gain access to more guest data, more sophisticated technology and increasingly powerful AI tools, a fundamental question is emerging: how do operators become more personalised without becoming less human?
For Gosia Augustyn, General Manager Restaurants at Crown Resorts, the answer lies in understanding what customer excellence really means.
“Customer excellence is the fundamental core of our operation,” she says. “Our customers sit at the heart of everything we do, and every strategic decision we make ultimately impacts how our service is delivered.”
In a hospitality environment as large and complex as Crown Resorts, customer excellence means delivering consistency at scale without losing individuality. The challenge is creating experiences that feel personal and relevant while maintaining a consistent standard across a diverse portfolio of venues.
“Customer excellence must be tailored, but never at the expense of its core element: genuine human interaction.”
What guests expect today
According to Gosia, guest expectations have evolved significantly in recent years, but the shift can largely be distilled into four key themes: trust, value, personalisation and experience.
Today’s guests are more informed and intentional than ever before. They are constantly evaluating whether they trust a brand, whether the experience represents value and whether it feels relevant to them personally.
“It’s no longer just about delivering a good product,” says Gosia. “It’s about delivering a great overall experience.”
At the same time, value has evolved. It’s no longer simply a question of price.
“Are we saving them time? Are we making it easy? Are we adding something memorable?” Gosia asks.
The opportunity for hospitality operators is bringing these elements together to create experiences that feel seamless, personalised and genuinely valuable.
The promise and challenge of AI
While hospitality has always been a people business, technology is playing an increasingly important role in helping operators better understand their guests. For Gosia, AI represents one of the most significant opportunities currently facing the sector, but also one of the biggest learning curves.
“There’s no doubt it’s a huge opportunity, but in many ways, it still feels like we’re learning in real time while trying to keep pace with the technology.”
The industry now has access to more guest information, behavioural data and analytical capability than ever before. The challenge is determining how to use that information in ways that genuinely improve the customer experience.
“The real opportunity with AI isn’t just in having the technology,” she says. “It’s in how we use it to be more relevant, more predictive and more personal.”
For hospitality businesses, the goal is not simply to automate. It is to use technology to better understand guests, anticipate needs and create more intuitive experiences.
Why human connection still matters
As digital tools become more sophisticated, some industries are grappling with how much of the customer experience can be automated. Hospitality is different.
“The digital world will never replace human connection, and thankfully, that’s not the goal,” says Gosia.
Technology can deliver consistency, speed and insight, but memorable hospitality experiences are still created by people.
“The key is learning how to turn data into insight, and insight into meaningful human moments.”
For Gosia, the most effective use of technology is not replacing judgement, but enhancing it. Ultimately, technology should support the human experience rather than dilute it.
Building customer-centric cultures
Customer excellence requires more than technology, It requires culture. For Gosia, building customer-centric cultures starts with clearly defining what customer centricity actually means in practice.
“It needs to be simple, shared and relevant to everyday decisions, not just a value on the wall.”
That understanding must then be reinforced through practical training, supported by clear expectations and aligned with the systems, processes and KPIs that shape day-to-day behaviour. Leadership also plays a critical role.
“Visible leadership brings it all to life. Leaders need to consistently model the behaviours they expect, especially under pressure.”
Perhaps most importantly, Gosia believes organisations should treat their teams with the same care and attention they expect teams to show customers.
“When teams feel listened to, supported and respected, that experience naturally flows through to how they look after customers.”
Conclusion
Hospitality has never had access to more technology, data and customer insight. Yet the industry’s greatest opportunity may not be becoming more digital, but using those tools to create more human experiences.
The brands that succeed over the next decade will be those that use technology to strengthen trust, deliver greater personalisation and create more meaningful guest connections.
These themes will be explored at the Hospitality Real Estate Summit, where Gosia, General Manager Restaurants at Crown Resorts, will share practical insights into delivering customer excellence in modern hospitality and discuss how customer expectations, technology and experience design are reshaping the future of the sector.
Download the brochure below or click here to secure your spot today.
