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Hotel Guests Prefer Human Touch Over AI Concierges, Study Finds
USF research reveals a gap between hotel managers' enthusiasm for AI and guests' comfort levels with the technology.
Published on Feb. 9, 2026
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A new study from the University of South Florida found that while hotel guests appreciate the convenience of AI-powered voice concierges for routine tasks, they overwhelmingly prefer interacting with human staff, especially for requests involving emotional attachment or complex needs. The research highlights the need for hotels to take a hybrid approach, integrating smart AI across digital platforms while maintaining a high-touch, face-to-face component for more personalized service.
Why it matters
As hotels increasingly adopt AI-powered concierge services, this study provides important insights into guest preferences and the limitations of current conversational AI technology. The findings signal the need for hotels to carefully balance high-tech and high-touch service delivery to meet evolving customer expectations and maintain a competitive edge.
The details
The study surveyed 145 participants, including 44 hospitality industry professionals and 101 recent hotel guests. It found that while hotel managers are highly enthusiastic about adopting smart AI concierges to ease workload and staffing challenges, guests expressed significant concerns about the lack of emotional authenticity and privacy risks associated with voice-based interactions. Specifically, 81% of respondents cited emotional authenticity as a critical challenge, and 76% expressed privacy and trust concerns, with comments like "My voice could be hacked" and "AI cannot understand my feelings."
- The study was published in the Journal of Hospitality and Tourism Technology in February 2026.
The players
University of South Florida
The institution that conducted the research on hotel guest preferences for AI versus human concierge services.
Luana Nanu
An assistant professor in the School of Hospitality and Sport Management at the USF Muma College of Business and a co-author of the study.
Ajay Aluri
A co-author of the study from West Virginia University.
Amelia Szczesney
A co-author of the study from West Virginia University.
What they’re saying
“One of the most surprising findings is the huge gap in enthusiasm.”
— Luana Nanu, Assistant Professor, USF Muma College of Business
“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.”
— Luana Nanu, Assistant Professor, USF Muma College of Business
What’s next
The study's authors recommend that hotels take a hybrid approach, integrating smart AI concierge services across digital platforms while maintaining a high-touch, face-to-face component to address complex guest requests and provide a more personalized experience.
The takeaway
This research highlights the limitations of current conversational AI technology in the hospitality industry and the importance of striking the right balance between high-tech and high-touch service delivery to meet evolving guest expectations and maintain a competitive edge.
