Business leaders from the hospitality sector discussed the impact on their industry of tighter security and technology at a private roundtable event hosted by Greater Manchester Chamber and Intercity.
Martyn’s Law and Venue Security
There were significant discussions around the implications of Martyn’s Law - The Terrorism (Protection of Premises) Act 2025 - and the growing importance of security and safety within hospitality venues and hotels.
The group noted how increased automation and contactless entry systems were reshaping the guest experience, and how similar issues will affect short-stay platforms like Airbnb. The debate over how to balance the safety of both guests and staff remains a central priority as legislation evolves. They discussed how to balance using automation, such as hotel automatic sign-in, to reduce time-consuming labour but at the same time know who is in the buildings and meet these guests face to face.
Technology in the Customer Journey
There was lots of discussion about how technology can be used not to replace personal interaction but to enhance it, streamlining operations so staff can focus on delivering a high-quality, human experience.
Attendees felt there was an ongoing shift in customer expectations because while many still value personal engagement, the next generation of guests would expect seamless, tech-driven experiences.
Businesses were said to be seeking ways to find the right balance between automation and authentic hospitality. While there is quite a mixture of demographics attending different venues, The Bridgewater Hall and AO Arena can have a much older population for some shows who may not be comfortable using apps for their tickets etc.
Personal Versus Digital Experiences
Opinions varied on how to keep experiences personal in an increasingly digital world. Some people saw AI as a way to make their workforce more productive, while others thought it was very damaging for hospitality as they were no longer offering that personal touch if everything was done through technology and contactless ordering.
Some people noted that events revealed a continued craving for human connection despite advances in automation with customers choosing in-person events over online.
Others discussed how different demographics expected different levels of tech integration, requiring adaptable, inclusive customer journeys.
Operational & Labour Considerations
Venues such as restaurants were weighing the benefits of technology improving efficiency (e.g. code payment systems) against the desire to retain personal service. The recurring question arose of whether technology should replace roles or enhance the effectiveness and engagement of existing hospitality teams.
Guest Expectations and Premium Experiences
High-end customers, particularly in luxury hospitality and events, often preferred minimal friction, expecting a smooth, effortless experience without having to navigate apps or systems. VIP guests expected to be known and greeted, not checked in like everyone else.
Some hotel brands were said to be moving away from fully automated check-ins and reintroducing personal touchpoints as part of a premium guest experience.
Integration is a Key Challenge to the Sector
A major challenge for the sector was said to be the lack of cohesive technology systems that connect all aspects of operations from procurement and menus to allergens, floor service and bookings. The discussion highlighted how seamless systems could improve both compliance (e.g. allergen management) and customer confidence.
Supply Chain and Cybersecurity Risks
With increasing digitalisation, the group discussed the growing risk of security breaches within the hospitality and events sectors, mirroring challenges faced by other industries.
Investing in cybersecurity and robust supply chain protection was felt to be essential to avoid costly reputational and financial damage. Marriot discussed its very detrimental cyber issues and how much it had damaged the business but also explained how now the incredibly tight security is creating restrictions in some elements of work. There was, therefore, a need to strike a balance between productive staff workforce and secure data especially in the big group hotels and organisations.
AI and the Future of Hospitality
Participants acknowledged that embracing AI was inevitable and potentially transformative if used in the right way. They said the focus should be on using AI to enhance service delivery, personalise guest experiences and strengthen operational resilience, rather than viewing it purely as a cost-saving tool. Many attendees were for the industry moving forwards with companies looked for cost cutting technology and the impact this could have on the user experience.
Case Examples and Innovations
Examples shared during the event included venues using technology to optimise service times, such as reducing bar wait times from 20 to 7 minutes through seamless ordering systems (AO Arena) and R&A discussed the use of it for sporting events creating much more seamless experiences for the guests. Sporting and entertainment venues were also integrating data-driven systems to improve crowd management and guest satisfaction.
Conclusion
The event showed there was a shared ambition across the hospitality and events sectors to:
- harness technology responsibly.
- safeguard guests and staff.
- maintain the human touch that defines exceptional service.
Attendees said adapting to new legislation, such as Martyn’s Law, and implementing it into the businesses was often challenging, whilst also managing evolving customer expectations, and digital innovation. They felt that collaboration and strategic investment into technology would be key to achieving sustainable growth for businesses across the industry.