This paper explores the development and implementation of a human-centred digital innovation in luxury hospitality: an internally used Concierge Tool designed by Maistra Hospitality Group. Rather than replacing human services, the platform augments concierge professionals through emotionally intelligent, context-sensitive technology. Drawing on a qualitative methodology that integrates thematic literature review and practice-based case analysis, the study examines how the tool supports personalised service delivery, enhances emotional connection, and preserves cultural authenticity in guest interactions. The findings reveal that when co-created with frontline staff, digital tools can empower rather than displace, aligning with recent scholarship advocating for human-in-the-loop and emotionally aware system design. The paper contributes to emerging debates on ethical AI in service industries. It offers a replicable model of quiet innovation—where technology serves as a discreet, intelligent partner in high-touch experiences.
Bocić et al. (Wed,) studied this question.