27 Jan Automation: The Impact on Guest Experience
The hospitality industry has witnessed a significant shift toward automation, driven by advancements in technology and the demand for convenience and efficiency. Automated systems, from self-check-in kiosks and mobile apps to AI-powered concierge services and automated housekeeping, are being integrated into hotels, resorts, restaurants, and other establishments. These systems promise to streamline operations, reduce costs, and enhance the overall guest experience. However, as with any technological shift, there are both advantages and drawbacks to consider, especially when it comes to the impact on guests.
Pros of Automated Systems in Hospitality
- Increased Efficiency and Speed
One of the primary advantages of automation in hospitality is the increased efficiency it brings. Automated check-in kiosks, for instance, allow guests to skip the long queues at the front desk and check in within minutes. This is particularly beneficial during peak travel times or in high-traffic locations where long wait times can negatively affect guest satisfaction. Mobile check-ins and digital room keys also make it possible for guests to avoid waiting in line entirely, allowing for a smoother and quicker arrival experience.
Similarly, automated systems in restaurants, such as self-ordering kiosks or mobile apps for ordering food, can drastically reduce the time spent on taking orders, processing payments, and delivering food. The result is faster service, which can be especially important for guests on tight schedules or those looking to enjoy a more streamlined dining experience.
- Personalisation
Automation doesn’t have to mean impersonalisation. Many automated systems are designed to collect and analyse guest data, which can then be used to offer personalised recommendations and services. For example, AI-powered chatbots and virtual assistants can remember a guest’s preferences from previous stays—such as preferred room temperature, pillow type, or special requests—and apply them automatically for future visits.
Restaurants with automated ordering systems can also recommend dishes based on past orders or guest preferences, creating a tailored experience. Some hotels are even using data to customise guest experiences, such as setting up a room with the perfect lighting and temperature based on previous visits, ensuring guests feel at home from the moment they enter.
- Cost Savings for Hotels and Restaurants
Automated systems can help reduce labor costs for hospitality businesses, which may be passed on as cost savings or result in more competitive pricing. The money saved by automating repetitive tasks can allow businesses to invest in other areas, such as better technology, enhanced services, or improved facilities.
For instance, instead of requiring numerous staff members to handle check-ins, inquiries, and room service orders, hotels can implement self-service kiosks, apps, or robots to handle these tasks. Similarly, automated inventory management and ordering systems can ensure restaurants never run out of stock, reducing waste and improving efficiency.
- 24/7 Availability
Another significant benefit of automation in hospitality is that automated systems operate around the clock. This is particularly advantageous for guests who may need assistance or services at odd hours. For example, an AI concierge can assist guests with finding local attractions, making restaurant reservations, or providing hotel information at any time, regardless of the time of day or night.
This 24/7 access to services also benefits guests in different time zones or those with irregular schedules. In hotels, automated systems allow guests to check in and out on their own time, enhancing their flexibility and convenience.
Cons of Automated Systems in Hospitality
- Impersonal Interaction
While automation offers convenience, it can also make interactions feel robotic and impersonal. Guests who value human connection may feel disappointed by the lack of personal touch in their experience. For instance, checking in with a kiosk rather than a friendly receptionist can make guests feel disconnected from the establishment.
In restaurants, relying on self-ordering kiosks or apps can leave guests longing for the traditional experience of engaging with a server. This can be particularly problematic for guests who enjoy social interaction or have specific questions or requests that might be difficult to address through a screen.
The absence of human interaction may also cause issues when guests encounter technical difficulties. For instance, a guest who struggles to navigate a mobile app or kiosk may feel frustrated if no immediate assistance is available. In such cases, automation can lead to dissatisfaction rather than improving the experience.
Single diners or travellers are often more in need of a personal touch, so the guest experience is more likely to suffer for these people.
- Technological Limitations and Glitches
Automated systems are only as reliable as the technology behind them, and even the most sophisticated systems can experience glitches. These issues can disrupt the guest experience and cause frustration, particularly if a system is crucial to a guest’s ability to check in, order food, or access essential services.
For example, if a guest’s mobile check-in app crashes or a kiosk malfunctions, it may prevent the guest from completing their check-in process efficiently. When technical problems arise, it can lead to delays and inconvenience, which can tarnish the overall guest experience. Moreover, guests who are not familiar with the technology may struggle to use it, leading to unnecessary frustration.
- Loss of Employment Opportunities
Automation in hospitality can reduce the need for staff in certain areas, such as front desk check-ins, room service delivery, or concierge assistance. While this might be seen as a cost-saving measure, it also leads to job displacement, which can have negative consequences for employees and the overall economy.
The reduction in human staff may also diminish the quality of service. Although automated systems can handle basic tasks, they cannot replicate the empathy, problem-solving, or personalized attention that a human staff member can provide. In situations where guests need extra care or attention, the absence of a human presence may be felt keenly.
- Over-Reliance on Technology
While automation can certainly improve operational efficiency, an over-reliance on technology can leave guests frustrated if systems fail or become inaccessible. In the event of a power outage, Wi-Fi failure, or software malfunction, guests may find themselves unable to access essential services like check-in, room amenities, or dining options.
Furthermore, certain guests—especially those who are not tech-savvy—may feel alienated by the increasing dependence on technology. Older travellers or those unfamiliar with mobile apps may find it difficult to navigate automated systems, which could make them feel unwelcome or neglected.
The takeaway
The integration of automated systems into hospitality is undoubtedly transforming the industry, offering efficiency, cost savings, and personalised services that appeal to modern guests. However, the impact on the guest experience is not entirely positive. While automation offers speed and convenience, it can also result in impersonal interactions, technological glitches, and an over-reliance on systems that may not always meet the needs of all guests.
Ultimately, the key to successfully implementing automated systems in hospitality is balance. Automation should enhance, rather than replace, the human aspect of guest service. By combining the benefits of technology with the warmth and expertise of human staff, hospitality businesses can ensure that they are meeting guest expectations while maintaining a personalised and welcoming atmosphere. The future of hospitality lies in finding this balance, where automation serves as a tool to improve the guest experience, not replace it entirely.
