Robots in hospitality and tourism
Introduction
Technology has become a major factor in how organizations operate. Companies that operate in the travel and hospitality industry have adopted various forms of technology including robots and artificial intelligence as part of their daily operations. Hotels for instance use computer technology to handle even the most basic of tasks such as guest logins. Some departments in the hospitality industry have fully automated systems that do not require human operations. Since technology is often used as a substitute for human workforce, its incorporation in the hospitality industry has raised the question whether technology will create a future where robots take up most, if not all of the jobs currently occupied by human beings. While technology has its advantages over a human led workforce, there is enough evidence to suggest that technology will in no way replace human beings in the hospitality industry.
What is a robot?
A robot is by simple definition, a machine which is built to perform tasks or carry out specific actions automatically. Although there are some forms of robots that have been designed to take on the appearance of human beings, most robots are designed in shapes that best suit their intended purpose (Gretzel et al, 2016). The different types of robots vary but most can be classified as either semi-autonomous or fully autonomous. Although robots in both categories are designed to perform specific tasks, semi-autonomous robots require some form of human operation in order to fully complete their tasks. Autonomous robots on the other hand can operate on their own and carry out their functions without human operation (Gretzel et al, 2016). The robots are able to carry out their functions through programs such as speech recognition technology and the more advanced robots using artificial intelligence to discern what course of action to take in order to accomplish their tasks.
Artificial Intelligence
The incorporation of robotics in hospitality is greatly as a result of artificial intelligence. Artificial intelligence however refers to a broader scope of advanced technology as it is often used in reference to advanced technological functions that copy human cognitive functions (Drexler & Lapre, 2019). Although there are advanced forms of artificial intelligence, functions engaged by simple forms of technology such as solving problems, understanding human needs, autonomous navigation and reasoning are also forms of basic artificial intelligence. Robotics in the hospitality industry often possess basic forms of artificial intelligence and this has greatly contributed to their prominence in the hospitality industry.
Robotics in hospitality and tourism and predictions of the future
The recent trend in customer experience towards automated and self service has greatly contributed to the use of robots in the hospitality industry. Most hotel and travel organizations have opted for robots because of the improvements in operations they cause such as improving quality of production, improved speed and cost reduction (Drexler & Lapre, 2019). A good example of how robots have been incorporated in the hospitality industry is the Chatbots that are commonly used in the hotel industry. The chatbots operate on a 24-hour basis and are online to assist customers even during hours when human staff are unavailable (Haddad, 2020). The use of chatbots and robots during check-ins helps the hotel speed up check-ins even during peak hours.
Another example of how robots and technology have been incorporated in the hospitality industry is through the Internet of Things. The internet has been incorporated in daily operations that hotels engage in. through the internet, technology such as robots used in hotels are programmed to perform basic functions such as turning on the thermostat (Haddad, 2020). Basic tasks that required human interaction have been automated to a point where hotels perform basic functions without interrupting the guest’s stay. Hotels can be programmed to adjust lighting and even draw curtains depending on changes in the weather. This ensures that the guests’ needs are attended to even without human interaction.
Robots in the hospitality industry are also used to update guests and answer questions that they may have regarding the hotel. The Hilton hotel for instance had a robot by the name Connie that served as a concierge for the hotel. The robot operated using artificial intelligence and was able to interact with guests and answer questions (Berezina et al, 2019). The robot had also been programmed to recognise people using their speech patterns and could remember guests and refer to them by name. The robot could also adapt to different forms of interaction and continued improving to become better at interacting and responding to questions. The advantage of using the robot over human employees is mainly because of the robot’s ability to store information. Information about the hotel simply need to be fed to the robot in form of data (Berezina et al, 2019). The robot could then retrieve the information and answer any questions that the guests may have. While human beings were prone to forgetting, data stored by a robot could easily be accessed and this gave it an advantage over a human workforce.
Robots have also been incorporated in accessories associated with hospitality as is the case with Travelmate, a robot suitcase. The robot is an autonomous suitcase that follows the owner and relies on anti-collision technology and has 360 degree turning capabilities designed to help the suitcase avoid colliding into other objects and people (Ivanov, 2019). The technology incorporated into the suitcase ensures that the luggage arrives safely without the owner having to push or move it to the intended destination. Similar to other forms of robots used in the hospitality industry, the robot suitcase seeks to ease work for the client and make travel as convenient as possible.
- Future Implications
The use of robots could have positive outcomes when successfully incorporated in the hospitality industry.
- Check-ins and check-outs
Most hotels have the option of both humans or robots handling guest check-ins and check-outs. The robots are favoured because they operate during late hours without fatigue. They also keep records and can easily recall guest information compared to human staff who were prone to making errors and delays (Haddad, 2020). The robots also offer some form of privacy to clients who prefer to avoid human interaction or prefer to keep their whereabouts private.
- Better personalization
A guest’s hotel experience is greatly influenced by the interaction with the members of staff. Although human employees are able to interact with guest and pick up on their attitudes in order to determine what approach to take when serving them, robots tend to have an added advantage (Gretzel et al, 2017). Despite being unable to smile or read emotions, robots remember small details like names, type of towel preferred, what temperature the guest prefers the room in and even what channels to switch the television to. When attending to regular customers, the robots can recall details like what colour wine the guest prefers and when the guest sets the alarm. The robot can take on various responsibilities all designed to ensure that the guest enjoys their stay. Since the robots operate on the same network, the information can be relayed to different departments ensuring that the guest receives the same customised treatment throughout the stay.
- Advantages over human staff
Robots are likely to continue to have advantages over human beings especially with the various advancements in technology. At present, robots are already performing better than human employees when it comes to accuracy and consistency. Hotels are able to reduce losses caused by human errors and this has greatly improved the quality of services offered (Berezina et al, 2019). Although the tendency for hotels to use robots over human beings has raised concern that robots could create an employment crisis, human beings are still a crucial part of the hospitality industry and are far from being replaced by robots.
Criticism and concerns.
The advantages that could be reaped from the inclusion of robots in the hospitality industry are watered down by the fears that people have especially concerning employment. While robots do have some advantages over human labour, a hotel run solely by robots is likely to have the same mistakes and challenges experienced by hotels with human employees. One of the fears sparked is that robots could replace human beings especially in the reception department (Hofacker et al, 2016). While robots appear appealing especially when used to answer guest questions, the software operating such robots can only accommodate limited information. The software needed to have a robot equipped with vast information and in multiple languages would bee too expensive a hustle for hotels. As such, robots will continue to serve at receptions but mostly as substitutes or assistants for human employees.
Another concern had to do with robots replacing human employees because the machines are less prone to mistakes. Robots operate under programs that dictate what course of action to take. Since there is a set of directives guiding what the robot does, mistakes are avoided and this makes them more effective than human employees. While it is true that robots do not stray from the directives issued, mistakes when keying in information could result in mistakes occurring (Draxler & Lapre, 2019). A good example is the case where a robot misreads snoring as input from the client prompting it to wake the guest up or perform some form of command. The robot can choose to act on the command from the guest even without the guest’s knowledge. Guests who speak in their sleep could also instruct robots attending to their rooms without their knowledge. Since the robot has no ability to discern the information in order to determine the guest is asleep, the robot could proceed to carry out the command and result in the guest incurring more expenses or even harm.
Conclusion
The popularity of robots in the hospitality industry is greatly as a result of the benefits that the technology offers. The robots, although beneficial, are in no way a replacement for the role that human beings play in the industry. The robots are more of a tool to help employees perform their duties better. Although there is likely to be a reduction in the number of employees hired to perform specific duties, more opportunities will be created. Engineers and maintenance work will get a boost in the hospitality industry as people are hired to operate and maintain the robots. While service jobs may be affected in some way, the incorporation of robots will create an environment where the workforce in the hospitality industry is divided between human employees and robots but both working together to offer an even better customer experience.
References
Berezina K, Gretzel U, Ivanov H and Sigala M. (2019) “Progress on robotics in hospitality and tourism: a review of the literature” Journal of Hospitality and Tourism Management, retrieved from, https://www.researchgate.net/publication/331152802_Progress_on_robotics_in_hospit ality_and_tourism_a_review_of_the_literature
Gretzel U, Hofacker C and Murphy J, (2017) “Dawning of the age of robots in hospitality and tourism: Challenges for teaching and research” Research Gate, retrieved from, https://www.researchgate.net/publication/316188457_Dawning_of_the_age_of_robot s_in_hospitality_and_tourism_Challenges_for_teaching_and_research
Haddad S, (2020) “Inside the hotel run by robots” Raconteur, retrieved from, https://www.raconteur.net/technology/robot-hotel-ai
Hofacker F, Gretzel U and Murphy J. (2016) “Robots in hospitality and tourism: A research agenda” The Australian School of Management, retrieved from, http://agrilife.org/ertr/files/2016/12/RN107.pdf
Ivanov, S.Y. (2019). Ultimate Transformation: How Will Automation Technologies Disrupt the Travel, Tourism and Hospitality Industries? Robotics eJournal.
Nadine Drexler & Viyella Beckman Lapré (2019) For better or for worse: Shaping the hospitality industry through robotics and artificial intelligence, Research in Hospitality Management, 9:2, 117-120, DOI: 10.1080/22243534.2019.1689701
