Hotel guests embrace AI convenience — but still want a human touch, USF study finds

Key takeaways:

• While smart voice AI is popular for routine, 24/7 tasks, guests overwhelmingly prefer human concierges for emotionally meaningful or complex requests
• The study found a significant gap between hotel managers’ optimism about AI and guests’ comfort levels, signaling the need for careful implementation.
• Privacy concerns and lack of emotional authenticity mean AI works best as a first point of contact—handing off to humans when empathy and judgment are required.

TAMPA, Fla. (Feb 9, 2026) – 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 how far are guests willing to adopt the conveniences of conversational AI assistants before they prefer the one-on-one interaction with a human concierge?

New research from the University of South Florida 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 with requests that involve an emotional attachment.

The article, “Investigating Customer Service and Engagement Levels in the Lodging Industry: High-Touch to High-Tech Conversational AI,” 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, like an Amazon Alexa or Apple Siri, which are more sophisticated than basic chatbots.

“One of the most surprising findings is the huge gap in enthusiasm,” said co-author Luana Nanu, an assistant professor in the School of Hospitality and Sport Management at the USF Muma College of Business.

The study surveyed 145 participants, including 44 hospitality industry practitioners and 101 consumers with recent hotel stays, putting it among the first to examine both perspectives on advanced conversational AI systems in lodging.

“Overall, hotel workers are more excited about it than guests, showing a shift toward high-tech service is happening but it needs careful balancing with the personal touch hospitality is known for,” Nanu said.

Through focus groups with industry leaders and surveys of hotel managers and guests in the southeastern U.S., the study’s findings showed:

• Hotel managers and staff are significantly more positive about the adoption of smart AI technology, seeing it as a major relief for workload and staffing issues.
• Guests preferred a human concierge when the requests had an emotional attachment, such as seeking restaurant recommendations for an anniversary dinner, or booking tickets to local attractions or experiences.

But there were also drawbacks to the integration of high-tech services.

The lack of emotional authenticity — such as empathy and human cues — and the privacy risks from the misuse of voice data and data policies were the top barriers to adoption.

In fact, 81% of respondents said emotional authenticity was a critical challenge, and 76% expressed privacy and trust concerns, particularly with voice-based interactions in public settings.

For example, survey respondents made comments such as “My voice could be hacked” and “AI cannot understand my feelings.”

The results underscore the need for hotels to take a hybrid approach — one where smart voice AI is integrated across multi-channel platforms, such as mobile apps, kiosks and websites, but also has a high-touch, face-to-face component to address complex requests.

“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,” Nanu said.

“These findings matter because they signal a paradigm shift in hospitality service delivery, where conversational AI is no longer optional but a strategic necessity for competitive advantage,” the study said.

The study’s co-authors include Ajay Aluri and Amelia Szczesney of West Virginia University.

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About the University of South Florida

The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. In 2025, U.S. News & World Report recognized USF with its highest overall ranking in university history, as a top 50 public university for the seventh consecutive year and as one of the top 15 best values among all public universities in the nation. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $750 million in research funding in 2025 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of nearly $10 billion for the state of Florida. USF’s Division I athletics teams compete in the American Conference. Learn more at www.usf.edu.