Luxury hospitality managers need to be aware that technological innovations can diminish high-end hotels’ perceived luxury value and brand image among guests because these establishments comprise a high-touch sector. This study examined guests’ acceptance of various technological solutions in luxury accommodations and explored heterogeneity in clients’ preferences. Quantitative research was conducted by collecting data from a sample of 476 Portuguese luxury hospitality consumers. The data were subjected to categorical principal components’ analysis. The results include two distinct customer segments: one that favours technological developments (i.e. younger generations) and another that has more traditional, conservative attitudes towards technological innovations (i.e. older generations). The findings offer valuable insights to professionals in the hospitality sector and academia regarding acceptance of luxury hotels’ technological developments.

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