Hotels must embrace the future of creative destruction as automation and technology continue to make inroads across various industries. The fear of losing jobs is a legitimate concern, but hotels must also see the opportunity for greater efficiency and innovation. Hoteliers at all levels must be willing to adopt new technologies and integrate them across departments, from reservations to revenue management analytics, and even physical machines. However, this transition will not happen overnight, and hotels must manage it like a volume knob, gradually turning up automation as the necessity for it becomes apparent. The purpose of technology must be focused on improving customer success. Hoteliers must keep in mind that they are still people-oriented businesses, and customers want to emotionally connect with other humans. Technology will only help hotels on this journey, and CPD, succession planning, and employee wellness policies must be rethought to consolidate data and improve employee morale. Ultimately, hotels must embrace the forthcoming technological shifts and focus on becoming edgier and more creative to maintain their edge.