Hotel Executives Warn Against Letting AI Replace the Human Touch

Hotel executives at Bisnow’s Florida and Caribbean Hotels and Hospitality Summit on Tuesday said the industry’s rush toward artificial intelligence should not come at the expense of human interaction, arguing that guest service loses value when it becomes too automated. According to Bisnow National, speakers said AI can help operators control costs and streamline work, but using it to replace frontline hospitality risks undermining the experience hotels are trying to sell.

Davidson Hospitality Group Chief Operating Officer Jason Reader was among the executives cautioning against overuse of the technology. “When you start to commoditize service, you're basically cheapening the experience,” he said.

The discussion comes as adoption accelerates across hospitality. AI spending in the sector jumped 250% in 2025, according to a Rackspace Technology report cited by Bisnow. A 2025 h2c study found nearly 80% of hotel chains are already using AI, while nearly 90% expect to expand that use within two years.

Key Details

The most common hotel use cases today include chatbots and other AI-powered tools that can handle routine guest-facing tasks such as answering basic questions, managing check-in processes and activating key cards. Speakers also pointed to the growth of self-check-in and check-out kiosks, along with robots used for service deliveries and commercial cleaning.

Research and Markets projects the self-check-in and check-out kiosk market will exceed $2.5B in 2026 and approach $5B by 2032, according to the report. Hotel software company Mews said 30% of guests check in through its kiosks, which can reduce check-in times by a third.

Even with those efficiencies, panelists said automation has limits. Faena District Miami Beach General Manager Said Haykal described guest-facing robotics as a novelty that does not create the memorable interactions many travelers want. Reader added that a handwritten note and in-room treat can go further than a generic automated text asking about a guest’s stay.

Speakers also framed the issue against rising operating costs. Driftwood Capital Managing Director Alinio Azevedo said efficiency remains the industry’s top concern, and owners are under real pressure to find better ways to use technology.

Some hoteliers said the right balance is to deploy AI behind the scenes or alongside staff rather than in place of them. Carillon Miami Wellness Resort Managing Director Patrick Fernandes said technology, including robotic massages in wellness operations, can complement traditional services without replacing them outright.

Why It Matters

For hotel owners, operators and investors, the debate highlights a core tension in hospitality real estate: cutting costs without eroding brand differentiation. That challenge may grow more urgent in competitive markets. In Miami-Dade alone, 98 hotels are in the pipeline, adding more than 20,000 keys, Miami Today reported in January, citing CoStar data.

The takeaway from the summit was not that AI has no role in hotels. Rather, executives said its greatest value may be in back-end analysis, such as reviewing guest feedback or helping operators better understand whether they are serving business or leisure travelers. For CRE professionals, that suggests technology may be most effective when it supports service instead of substituting for it.