Customer service will make the list every year but this year it must be a combination of “high tech, high touch” as coined by John Naisbitt in his best seller “Megatrends” in 1985. Service today must include enabling guests to be self-sufficient. As an example, if a guest wants to find information using his/her smart phone, providing an app or mobile website that accommodates that information will appeal to many. The rise of this digital traveler requires the hotel industry to balance the expectation of personalization while enhancing the need to remain independent.