Hospitality originated as a relationship between human beings. Yet, for the first time in its history, it is now confronted with AI agents, digital workers, and systems capable of replicating many of the functions traditionally performed by people.
In this scenario, a paradox emerges: the more sophisticated technology becomes, the more value humanity gains.
Building on the “Humans-as-Luxury” framework, this presentation explores two key concepts: the Reverse Uncanny Valley (or Olympia Effect), which describes the paradox of a world in which humans appear artificial, andLacanian Hospitality, according to which the true purpose of hospitality is to make the guest feel, even if only for an instant, as if they were at the center of the universe.
Drawing on philosophy, psychology, artificial intelligence, and real-world examples, this is a thought-provoking reflection on the future of the industry: the competitive advantage of tomorrow’s hotels may not lie in machines’ ability to behave like humans, but in humans’ ability to continue being human.
The event will also serve as the official launch of HospITALY, Hospitality Net’s new Italian World Panel, conceived and moderated by Simone Puorto. The project brings together over 60 leading experts in the Italian hospitality industry within an independent editorial platform, where hoteliers, entrepreneurs, consultants, and professionals in technology and training can share experiences, compare perspectives, and challenge established ideas within the sector.
An initiative that concretely embodies the “Humans-as-Luxury” philosophy: in a world where machines can generate answers, true value still stems from humans’ ability to ask questions, engage in dialogue, and build knowledge together.
SPEAKERS
Simone Puorto
Elegia Founder
