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The Role of AI and Automation in the Hospitality Industry: Balancing Technology with Personalized Service
American Journal of Economics and Business Management,
Vol. 8 No. 2 (2025): February
Abstract
Artificial Intelligence (AI) and automation integration in hospitality continues to improve operational efficiency as well as services delivered to customers. Guest interactions suffer from the absence of human touch because of AI-driven technologies including chatbots alongside robotic concierges that use automated check-ins which deliver improved speed and personalization. Businesses face difficulties in maintaining customer satisfaction because their automated services lack the essential emotional intelligence capabilities which the management and specific recommendations could otherwise provide. Studies examining AI’s efficiency impact exist but researchers lack understanding about how the technology affects guest emotional connection and sustainable loyalty. This research project utilizes a dual research method that merges numerical surveys along with personal interviews to both study market behavior and customer sentiments. The research indicates businesses must combine AI systems with human personnel for maintaining personalized services throughout integrated service processes. Practical recommendations within the study establish methods to blend technological innovation with human-centered services which will direct AI adoption in the hospitality industry.
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- S. Athikkal and J. Jenq, ‘Voice Chatbot for Hospitality’, ArXiv Prepr. ArXiv220810926, 2022.
- Z. Yan, R. Konar, and K. Balasubramanian, ‘The Future of Hotels: Robotics, AI, and Service Automation in Practice’, in Sustainability, Innovation, and Consumer Preference: Research Directions in the Hospitality and Tourism Industry, Emerald Publishing Limited, 2021, pp. 33–50. doi: 10.1108/978-1-80071-070-820211003.
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- E. S. A. G. Yassin and A. E. A. Hesham, ‘Robots, artificial intelligence, and service automation (RAISA) technologies in the Egyptian hotel sector: A current situation assessment’, Int. J. Tour. Hosp. Manag. Digit. Age, vol. 5, no. 1, pp. 1–14, 2021, doi: 10.4018/IJTHMDA.2021010101.
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- Y. Zhang et al., ‘Intelligent Hotel ROS-based Service Robot’, ArXiv Prepr. ArXiv200900594, 2020.
- A. Tuomi and M. P. Ascenção, ‘Intelligent automation in hospitality: exploring the relative automatability of frontline food service tasks’, J. Hosp. Tour. Technol., vol. 11, no. 2, pp. 149–166, 2020, doi: 10.1108/JHTT-10-2019-0115.
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- M. Remountakis, K. Kotis, B. Kourtzis, and G. E. Tsekouras, ‘ChatGPT and Persuasive Technologies for the Management and Delivery of Personalized Recommendations in Hotel Hospitality’, ArXiv Prepr. ArXiv230714298, 2023.
- A. Raina, ‘Artificial Intelligence Automation and Job Insecurities in the Hospitality Industry: An Employees and Management Perspective’, Int. J. Hosp. Tour. Syst., vol. 14, no. 1, pp. 1–10, 2021, doi: 10.21863/ijhts/2021.14.1.001.
- A. Saini and R. Bhalla, ‘Artificial intelligence and automation: transforming the hospitality industry or threat to human touch’, in Handbook of Research on Innovative Management Using AI in Industry 5.0, IGI Global, 2021, pp. 1–18. doi: 10.4018/978-1-7998-5077-9.ch001.
- M. S. H. Mrida, ‘AI-Driven Data Analytics and Automation: A New Era for the Hospitality Industry’, J. Hosp. Tour. Technol., vol. 12, no. 3, pp. 423–437, 2021, doi: 10.1108/JHTT-01-2021-0012.
- S. Ivanov and C. Webster, ‘Perceived appropriateness and intention to use service robots in tourism’, Inf. Technol. Tour., vol. 22, no. 4, pp. 505–535, 2020, doi: 10.1007/s40558-020-00186-1.
References
S. Athikkal and J. Jenq, ‘Voice Chatbot for Hospitality’, ArXiv Prepr. ArXiv220810926, 2022.
Z. Yan, R. Konar, and K. Balasubramanian, ‘The Future of Hotels: Robotics, AI, and Service Automation in Practice’, in Sustainability, Innovation, and Consumer Preference: Research Directions in the Hospitality and Tourism Industry, Emerald Publishing Limited, 2021, pp. 33–50. doi: 10.1108/978-1-80071-070-820211003.
I. Tussyadiah, ‘A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism’, Ann. Tour. Res., vol. 81, p. 102883, 2020, doi: 10.1016/j.annals.2020.102883.
E. S. A. G. Yassin and A. E. A. Hesham, ‘Robots, artificial intelligence, and service automation (RAISA) technologies in the Egyptian hotel sector: A current situation assessment’, Int. J. Tour. Hosp. Manag. Digit. Age, vol. 5, no. 1, pp. 1–14, 2021, doi: 10.4018/IJTHMDA.2021010101.
T. Kim, H. Jo, Y. Yhee, and C. Koo, ‘Robots, artificial intelligence, and service automation (RAISA) in hospitality: sentiment analysis of YouTube streaming data’, Int. J. Contemp. Hosp. Manag., vol. 33, no. 11, pp. 3871–3892, 2021, doi: 10.1108/IJCHM-05-2020-0451.
S. H. Ivanov and C. Webster, ‘Adoption of robots, artificial intelligence and service automation by travel, tourism and hospitality companies–a cost-benefit analysis’, Int. J. Contemp. Hosp. Manag., vol. 31, no. 7, pp. 2540–2560, 2019, doi: 10.1108/IJCHM-05-2018-0322.
V. Vargas-Calderón, A. M. Ochoa, G. Y. C. Nieto, and J. E. Camargo, ‘Machine learning for assessing quality of service in the hospitality sector based on customer reviews’, ArXiv Prepr. ArXiv210710328, 2021.
Y. Zhang et al., ‘Intelligent Hotel ROS-based Service Robot’, ArXiv Prepr. ArXiv200900594, 2020.
A. Tuomi and M. P. Ascenção, ‘Intelligent automation in hospitality: exploring the relative automatability of frontline food service tasks’, J. Hosp. Tour. Technol., vol. 11, no. 2, pp. 149–166, 2020, doi: 10.1108/JHTT-10-2019-0115.
I. Sharma and A. Aggarwal, ‘Innovating for Tomorrow: The Role of Artificial Intelligence, Robotics, and Service Automation in Travel, Tourism, and Hospitality’, in Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector, IGI Global, 2020, pp. 281–295. doi: 10.4018/978-1-7998-5154-7.ch016.
M. Remountakis, K. Kotis, B. Kourtzis, and G. E. Tsekouras, ‘ChatGPT and Persuasive Technologies for the Management and Delivery of Personalized Recommendations in Hotel Hospitality’, ArXiv Prepr. ArXiv230714298, 2023.
A. Raina, ‘Artificial Intelligence Automation and Job Insecurities in the Hospitality Industry: An Employees and Management Perspective’, Int. J. Hosp. Tour. Syst., vol. 14, no. 1, pp. 1–10, 2021, doi: 10.21863/ijhts/2021.14.1.001.
A. Saini and R. Bhalla, ‘Artificial intelligence and automation: transforming the hospitality industry or threat to human touch’, in Handbook of Research on Innovative Management Using AI in Industry 5.0, IGI Global, 2021, pp. 1–18. doi: 10.4018/978-1-7998-5077-9.ch001.
M. S. H. Mrida, ‘AI-Driven Data Analytics and Automation: A New Era for the Hospitality Industry’, J. Hosp. Tour. Technol., vol. 12, no. 3, pp. 423–437, 2021, doi: 10.1108/JHTT-01-2021-0012.
S. Ivanov and C. Webster, ‘Perceived appropriateness and intention to use service robots in tourism’, Inf. Technol. Tour., vol. 22, no. 4, pp. 505–535, 2020, doi: 10.1007/s40558-020-00186-1.