Hoteliers Embrace AI Carefully, Warning Against Losing the Human Touch

Hotel executives at Bisnow’s Florida and Caribbean Hotels and Hospitality Summit on Tuesday said artificial intelligence may help operators work more efficiently, but they warned that using it too aggressively in guest-facing roles could undermine the hospitality experience. According to Bisnow National, speakers said AI has growing value behind the scenes, even as many remain skeptical of replacing personal service at the front desk or throughout a guest’s stay.

Davidson Hospitality Group Chief Operating Officer Jason Reader was among those cautioning against overuse. “You see some companies trying to do this. Trying to replace the human connection with [AI], I think, is a mistake,” Reader said. “When you start to commoditize service, you're basically cheapening the experience.”

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

Key Details

Speakers said the most common AI applications in hotels today are chatbots, though the technology is also being deployed for tasks such as check-in, key card activation and answering basic questions about a property and its location. The self-check-in and check-out kiosk market is also growing: Research and Markets said the sector is expected to exceed $2.5B in 2026 and approach $5B by 2032. Hotel software management system Mews reported that 30% of guests check in through its kiosks, which can reduce check-in times by a third.

Some hotels are also experimenting with mobile robots that deliver service items or handle cleaning duties in lobbies, corridors and guest rooms. Still, speakers said faster service does not necessarily create a better stay.

Faena District Miami Beach General Manager Said Haykal said the technology may be novel, but it falls short of the kind of memorable interaction many hotels want to provide. He also said he once feared automation would eliminate front-desk roles early in his career.

Reader said standard automated touchpoints such as arrival emails and text messages have become commonplace, but they do not replace thoughtful personal gestures. Patrick Fernandes, managing director of Carillon Miami Wellness Resort, said technology can complement traditional hospitality rather than replace it, citing the use of robotic massages alongside other wellness services.

Why It Matters

For hotel owners and operators, the conversation reflects a broader tension between cost control and brand differentiation. Speakers said labor remains one of the industry’s biggest expenses, but they also argued that relying too heavily on automation could make hotels feel interchangeable, especially in competitive markets with substantial new supply planned.

Panelists said AI may be most effective on the back end, where it can help operators review guest feedback, identify improvements and better understand whether their customers are traveling for business or leisure. As Driftwood Capital Managing Director Alinio Azevedo put it, “The cost pressures are real at the top of the market.”