Summary: The text discusses the growing importance of self-service technologies in the hospitality industry and how they are transforming the guest experience. The use of mobile apps, kiosks, and other automated tools allow guests to check-in, order room service, and even unlock their rooms using their smartphones. This not only enhances convenience for guests but also improves operational efficiency for hotels. However, concerns over data security and personalization limitations still present challenges for the widespread adoption of these technologies. Overall, the integration of self-service technologies in the hospitality industry is seen as a key trend shaping the future of guest interactions and service delivery.