This study examines the paradoxical impact of digitalization on the customer experience in luxury hospitality, a sector traditionally defined by excellence in personalized service and high-quality human interactions. In an era where luxury hotels are progressively integrating advanced digital technologies, this thesis analyzes the emerging tension between technological innovation and the preservation of the fundamental values of luxury. The central research question explores the extent to which digitalization both enhances and challenges the customer experience within this specific segment of the hospitality industry. Structured around three complementary hypotheses, this study investigates how digitalization enables ultra-personalization of services while questioning the enduring preference for human interactions, and analyzes the influence of cultural and generational factors on technology adoption. The methodology adopted relies on a qualitative approach combining in-depth interviews with industry professionals, field observations in international establishments, and secondary data analysis from academic publications and industry reports. This research contributes to the literature on innovation in luxury hospitality by proposing a nuanced analytical framework for assessing the impact of digitalization. It also offers industry professionals strategic recommendations for developing a balanced approach that capitalizes on the advantages of technology while preserving the authenticity and exclusivity that characterize the luxury hotel experience.