From check-in counters to room service delivery, hotels across the globe are welcoming a futuristic workforce: humanoid robots. While these mechanical assistants promise efficiency and novelty, their growing presence is stirring mixed reactions among guests and hoteliers alike.
The tension between fascination and discomfort was captured in a viral moment last week. A guest at Tokyo’s Henn-na Hotel recoiled as a humanoid robot at the front desk began issuing check-in instructions. “Don’t look at me,” she nervously muttered—an expression of the well-documented uncanny valley effect, where near-human robots evoke unease rather than charm.
This isn’t an isolated incident. Henn-na Hotel, once renowned for its all-robot staff, has since scaled back significantly. By 2019, more than half of its 240 androids were retired due to technical malfunctions and consistent guest complaints. The hotel’s pivot away from full automation to a hybrid human-robot model reflects a broader industry reality: while robotics can streamline tasks, it struggle to replicate genuine human interaction.
Still, interest in robotic hospitality shows no signs of waning. According to a 2023 Boutique Hotelier survey, 61% of travelers responded positively to service robots, though nearly 29% admitted feeling hesitant or even afraid to approach them. It’s a clear sign that acceptance is growing—but not without some apprehension.
Behind the scenes, investment in hotel robotics is booming. The global market was valued at around $567 million in 2023 and is expected to soar to $2.2 billion by 2030, with a projected CAGR of 21.5%. While humanoid receptionists capture the spotlight, many hotels quietly utilize robots for housekeeping, luggage transport, cleaning, and sanitization—areas where human-like qualities aren’t required, and reliability is prized.
Major hotel chains are already integrating this tech. Marriott and Hilton use Relay and Savioke robots for in-room deliveries. Aloft and IHG locations in Asia employ concierge bots like “Connie,” built on IBM Watson. At the Mandarin Oriental in Las Vegas, the “Pepper” robot was initially a greeter but now serves mostly as an entertainment feature—a sign that personality sometimes wins over utility.
These deployments suggest a shifting mindset: robots aren’t just novelty attractions, but tools for operational efficiency. Many hotels now use AI systems for scheduling housekeeping, predictive maintenance for room features, and dynamic pricing engines to maximize revenue. While humanoid robots make headlines, the quiet revolution lies in automation behind the scenes.
Henn-na’s journey underscores this trend. The brand, which started in 2015 with a fully robotic staff, eventually shifted to a mixed model due to performance issues. Now, robots are used more for sampling and greetings than for core functions. The lesson? Technology should augment—not replace—human hospitality.
Engineers are actively working to overcome the uncanny valley. SoftBank Robotics, for example, is enhancing its machines with better motion, speech recognition, and context-aware behaviors. Startups like Bt. Robotics are pushing boundaries even further by teaching robots to recognize returning guests and adapt to local customs, offering a more personalized, culturally sensitive touch.
Still, some wisdom endures. As UC Berkeley roboticist Ken Goldberg once said, “People are most comfortable when robots look and behave like robots.” In the hospitality world, that means assigning bots to repetitive, physical, or hazardous tasks like sanitizing rooms or carrying luggage, while leaving empathy and complex problem-solving to human staff.
That doesn’t mean humanoid robots are fading away. In South Korea and China, luxury hotels are trialing robot butlers capable of adjusting the ambiance or translating conversations in real time. These experiments cater to tech-savvy travelers and position hotels as cutting-edge destinations.
The real challenge for hoteliers is alignment: matching the robot’s design with its purpose. A slick check-in bot might draw attention, but if it fails to function seamlessly, the charm quickly fades. On the other hand, robots that silently enhance operations, such as delivering water or preventing breakdowns, provide real, lasting value.