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.<\/p>\n\n
In this scenario, a paradox emerges: the more sophisticated technology becomes, the more value humanity gains.<\/p>\n\n
Building on the \u201cHumans-as-Luxury\u201d<\/em> framework, this presentation explores two key concepts: the Reverse Uncanny Valley<\/em> (or Olympia Effect<\/em>), which describes the paradox of a world in which humans appear artificial, andLacanian Hospitality<\/em>, 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.<\/p>\n\n 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\u2019s hotels may not lie in machines\u2019 ability to behave like humans, but in humans\u2019 ability to continue being human.<\/p>\n\n