(Newswise) — The hospitality industry is advancing faster than most people realize. “What I value most about the Digital Transformation Lab is the way it expands the scope of what we can study as researchers,” Cheraghi said. “Technology should support, not replace, the human side of hospitality,” Taheri said. “The Digital Transformation Lab has added a powerful new dimension to hospitality research,” Ebrahimzadeh Maboud said. The Digital Transformation Lab reflects the department’s belief that understanding people more precisely, through data, immersion and behavioral research, does not diminish the human element of hospitality.