“…It is therefore crucial that front-line staff are skilled in providing guests with enjoyable and customised service experiences." However, customisation of service is vital when the customers' needs are unpredictable (Kim, Park, Kim, Kwon, Sohn, Yoon, and Seo, 2021). Consequently, technological innovations that are applied in hotels can facilitate service customisation, e.g., creating a database of guests' information (guest history) via the collection of data related to guests' preferences, expectations, and other requests that customise the service for them.…”