Radio Monte Carlo Golf Cup
On 8 June the Moscow City Golf Club hosted the Radio Monte Carlo Golf Cup — the first event in the SPIEF'25 sports programme. Maria Sonina, General Manager of The Garden spa&wellness, a LeePrime Group brand, took part in the business session "Cyber-premium and humanisation: a new philosophy of the urban environment".
We share her address with you:
When we hear the term "digital transformation" in the hospitality industry, vivid images come to mind at once: robot concierges, check-in by FaceID, smart speakers in the rooms. These are technologies that announce themselves loudly and seek to impress the guest with their innovation.
In the premium segment, however, everything is far more complex. Because genuine hospitality is built above all on human emotion, sincere attitude and authentic experience. Here you cannot simply replace a person with a robot or introduce technology for its own sake. Our guests value the warmth of human contact, an individual approach and that particular atmosphere which cannot be created by algorithms.
Does that mean the premium segment remains conservative and resistant to innovation? Of course not. True transformation in the premium segment happens in the details, often invisible to the guest at first glance: in wellness technologies, in lighting, in architecture and design, in the integration of trends.
Technology in premium hospitality should strengthen the human experience, not replace it. We do not seek to automate interaction with the guest — we use innovation to make that interaction deeper, more personalised and more memorable.
