A recent viral video from a Miami La Quinta hotel by Wyndham has sparked national debate about the future of outsourcing in the hospitality industry. In the clip, a guest attempts to check in, only to be greeted by a virtual receptionist on a screen—reportedly located in India. The reaction was swift and heated, with many calling the experience cold, impersonal, and even un-American. Critics took to social media to express outrage, accusing the hotel of prioritizing cost-cutting over service and local jobs.
The hotel chain quickly responded, stating that the use of remote receptionists is not approved at the brand level. Wyndham reiterated that all franchisees are required to maintain an on-site front desk presence, distancing the company from the incident. Nonetheless, the damage was done. Headlines captured the story, and many consumers were left questioning the role of outsourcing in customer-facing roles.
At the heart of the controversy is the perception that outsourcing, when misapplied, can erode the customer experience. Checking into a hotel is a moment of personal interaction. Guests expect hospitality, not a disembodied face on a monitor. The backlash wasn’t just about jobs going overseas—it was about a perceived decline in warmth, trust, and human connection.
This event serves as a case study in how outsourcing, when implemented without regard for brand experience or public sentiment, can backfire. It’s not just about what you outsource—it's how you do it.
At SmithAssist BPO, we believe outsourcing should never come at the cost of customer trust. Our services are designed to help companies grow, streamline, and scale—but always in a way that supports brand integrity and customer expectations.
We don't offer one-size-fits-all solutions. Every outsourcing engagement is custom-tailored to align with your brand's tone, policies, and service expectations. Whether we're handling back-office processes, customer support, or sales outreach, our goal is to be an invisible extension of your team—delivering consistent service that feels native, not outsourced.
Technology should support the human experience, not replace it entirely. That’s why we help clients strike a balance: using virtual support to scale operations, while ensuring there’s always a clear path to a real, empathetic human when needed. If your brand is built on personal service, we make sure your outsourced support reflects that at every touchpoint.
Unlike the approach seen in the viral hotel video, our model never surprises customers with unclear or impersonal interactions. Instead, we train our team to match your voice, values, and escalation protocols—so every interaction reinforces your reputation rather than risking it.
Outsourcing should never feel like a bait-and-switch. At SmithAssist, we prioritize transparency. Your customers should always know what to expect, and your internal team should feel confident that your brand is in good hands. We work behind the scenes to make operations more efficient, cost-effective, and scalable—without creating friction or confusion for your end users.
The Miami hotel case is a reminder that outsourcing isn’t just a business decision—it’s a branding decision. Get it wrong, and your customers feel abandoned. Get it right, and you can scale with confidence while maintaining the trust that brought your customers to you in the first place.
Outsourcing is a powerful tool for growth, but it must be handled with care. As the backlash over virtual hotel check-ins shows, outsourcing without a customer-centric strategy can damage both trust and reputation.
At SmithAssist BPO, we help businesses scale smarter—always with a deep respect for your brand, your customers, and the expectations that define your market. If you're looking to grow through outsourcing but want to do it the right way, we're here to help.