Panache Hotel Group Announces

The Most Underrated Amenity in 2025? Autonomy (and a Dash of AI)

“Siri, make the bed.” Okay, we’re not quite there yet. But the future of hospitality isn’t about robots replacing humans; it’s about giving guests – and our teams – the choice to interact with technology in ways that enhance the entire experience. Some guests crave the personal treatment, the turndown service, the human connection. Others? They’d rather never speak to a soul. And that’s perfectly fine.

At Panache Hotel Group, we believe the most underrated amenity in 2025 is autonomy. It’s about empowering guests to “choose their own adventure,” whether that means a seamless self-check-in, a digital concierge at their fingertips, or the option to curate their stay with personalised preferences.

Luxury isn’t about what we think the guest wants—it’s about letting them decide.

A perfect example of this in action is our recent implementation of the Duve guest experience platform at Peppers Docklands in Melbourne. This mobile-first platform gives guests complete control over their stay, from contactless check-in/out and digital room access to AI-powered personalised communication and targeted upselling. It’s not just convenient; it’s a game-changer for creating a truly bespoke experience.

AI: Empowering, Not Replacing

And that’s where AI comes in. No, it can’t fold a towel (yet), but it can free up our teams from tedious tasks, giving them more time to focus on what truly matters: creating exceptional guest experiences.

At PHG, we’re using AI to streamline operations, optimise forecasting (so our hotel managers can lead, not live in spreadsheets), and personalise recommendations. With Duve, we’re even using AI to track guest sentiment in real-time, allowing us to proactively address any concerns and ensure every stay is exceptional. AI still can’t read a guest’s mood over breakfast, but it can certainly help us anticipate their needs and deliver service that feels intuitive and effortless.

Flexibility Over Formality

The best hotels are the ones that get out of the guest’s way. They provide the tools and the choices, then step back and let the magic happen. It’s about flexibility over formality, recognising that every guest is different, and every stay is a unique opportunity to create something special. Duve’s seamless scalability and data privacy compliance mean we can offer this level of personalized autonomy without compromising security or efficiency.

Until ChatGPT can carry a tray of Negronis through to a restaurant table, the humans are safe. But smarter hotels will use AI – and a healthy dose of common sense – to make those humans even better. It’s not about replacing the human touch; it’s about amplifying it with the intelligent assistance of technology.

And that’s a future we’re excited to build, one autonomous guest and one empowered team member at a time.