TAMPA, Fla. (Feb 9, 2026) – As the hospitality industry increasingly embraces technology, new research from the University of South Florida highlights a significant gap between hotel managers’ optimism about smart AI voice concierges and the preferences of hotel guests. While these AI systems are designed to handle routine tasks such as requesting extra towels or late check-outs, guests still overwhelmingly prefer human interaction for emotionally significant or complex requests.
The findings, published in the Journal of Hospitality and Tourism Technology, stem from a study involving 145 participants, including 44 hospitality industry professionals and 101 consumers who had recently stayed in hotels. Co-author Luana Nanu, an assistant professor at the USF Muma College of Business, noted, “One of the most surprising findings is the huge gap in enthusiasm,” revealing that hotel staff are more excited about the integration of AI than the guests they serve.
The study, titled “Investigating Customer Service and Engagement Levels in the Lodging Industry: High-Touch to High-Tech Conversational AI,” examines how guests and hotel managers perceive the rise of advanced conversational AI systems throughout a guest’s journey, from booking to post-stay interactions. It specifically focuses on intelligent virtual assistants like Amazon Alexa and Apple Siri, which are more advanced than basic chatbots.
Despite the clear benefits of AI in easing the workload of hotel staff, the study indicates that guests prefer personal engagement, especially for requests that carry emotional weight. For instance, guests are likely to seek human advice for restaurant recommendations for special occasions or bookings for unique local experiences.
The research also uncovered significant challenges associated with AI adoption. Privacy concerns were prominent, with 76% of respondents expressing apprehensions regarding data misuse, particularly with voice interactions in public environments. Emotional authenticity also emerged as a major barrier, with 81% of participants identifying it as a critical challenge. Comments from survey respondents, such as “My voice could be hacked” and “AI cannot understand my feelings,” underscore the skepticism surrounding AI in hospitality.
Hotel managers and staff, on the other hand, view smart AI technology as a vital solution to staffing issues and a means to enhance operational efficiency. The study emphasizes the need for a hybrid approach, where AI serves as a first point of contact, transitioning to human support when guests require empathy, understanding, or nuanced judgment.
Nanu explained, “The hybrid option is where AI starts the conversation and carries it until it no longer can or it’s more appropriate for a human to intervene.” This model aims to balance the efficiency of technology with the personal touch that defines the hospitality industry.
The results of this study signal a critical shift in how hospitality service delivery is evolving. As conversational AI becomes increasingly integral to operations, hotels must find a way to implement these technologies without sacrificing the warmth and care that guests expect. The integration of AI is no longer a luxury but a strategic necessity for maintaining a competitive edge in the evolving landscape of hospitality.
The study’s co-authors include Ajay Aluri and Amelia Szczesney from West Virginia University.
This research adds to the growing body of work examining the intersection of technology and customer service, suggesting that while AI can enhance operational efficiency, it must be carefully balanced with personal interaction to meet the evolving expectations of hotel guests.
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