Smart AI voice concierges are increasingly being deployed for routine tasks once held by hotel front desk staff. From requesting extra towels to asking for a late check-out, many of these common guest inquiries are now being handled by in-room voice AI devices, a kiosk, or through the hotel’s mobile app or website.
But are guests willing to adopt the conveniences of conversational AI assistants, or do they prefer the one-on-one interaction with a human concierge?
Research published in the Journal of Hospitality and Tourism Technology reveals that while smart AI concierges are great for quick, 24/7 help and for easing hospitality staff workload, most guests still prefer face-to-face customer service, especially when it comes to requests that involve an emotional attachment.
The article, co-authored by Luana Nanu, assistant professor of hospitality at the University of South Florida, examines how two main groups, hotel guests and hotel managers, view the integration of advanced conversational AI systems within a hotel guest’s journey, from pre-booking to post-stay interactions.
The study focused specifically on the preference for intelligent virtual assistants, similar to an Amazon Alexa or an Apple Siri, which are more sophisticated than basic chatbots.
The study surveyed 145 participants, including 44 hospitality industry practitioners and 101 consumers with recent hotel stays, making it one of the first to examine both perspectives on advanced conversational AI systems in lodging.
Authors: Ajay Aluri, West Virginia University; Luana Nanu, University of South Florida; Amelia Szczesny, West Virginia University.
