As more and more research shows, what consumers are looking for customized, personal experiences. In a recent article at Forbes, Micah Solomon argues that what customers (hotel guests are simply customers in pajamas) are looking for is “humanity” and “personalization,” and “not just more efficiency.” Such experiences are predicated upon human interaction, which Fast Company lists as one of 2013’s consumer trends: “The most successful brands understand when customers need to be listened to or expect the nuanced expertise that only a person can provide. 2013 reverses the trend toward automated everything, as humanity becomes the crucial differentiator between a beloved brand and a commodity.” A keyless key, is a reversal from this customized interaction and a return to standardized automation. But the hotel industry has always had to navigate the fine line between these poles. Get the full story at Quartz