When Technology Undermines Hospitality

In the summer of 2025, traveling on business, I checked into a U.S. boutique hotel that promised cutting-edge hospitality: a 100% automated operation. No front desk, no humans—just email confirmations, entry codes, text messages, and chatbots. What could possibly go wrong?

As it turns out—nearly everything.

An Automated Check-In Nightmare

Imagine this scenario. You’ve just traveled a long way, and you’re finally ready to settle into your hotel for a productive day of work. The confirmation email did not have instructions, so your confidence in the process is already shaky. The hotel operates entirely on automation—there’s no front desk, no visible staff beyond housekeeping, and all communication is done through emails and text messages. Upon arrival, you follow the instructions provided—a room number and a code to access your room. Simple enough, right?

Wrong. Later in the day, while immersed in work and not regularly checking your phone, the hotel sends a slew of texts from different numbers, reassigning your room multiple times due to some error in their system. By the time you reach the property at 10:00 pm, you confidently enter your “assigned” room—only to find two guests already in bed, very much unaware they’d be sharing their night…doing things best left behind closed doors. For a second, you’re not sure whether to scream, apologize, or prepare to get kicked out. 

Eventually, after reviewing the scattered messages, you find yet another reassigned room number. Thankfully, the code grants you entry, though the realization that these codes work interchangeably with multiple rooms reveals an unsettling security vulnerability. To top it all off, attempts to call for help route you to customer service in another country, with no resolution in sight. Communication? Non-existent. Accountability? Nowhere to be found. 

This is my story, and I spent the night wondering how such failures were even possible in an industry built on service and hospitality. This debacle—stressful, undignified, and genuinely unsafe—wasn’t merely the story of a botched tech rollout. It’s a case study in how poor implementation of automation, AI, and remote hotel management can undermine everything the hospitality industry stands for.

This experience underscores a critical question. How can hotels balance the promise of technology with their core mission of serving and delighting guests?

Underestimating Guest Expectations

Automation should make life easier, not more stressful or unsafe. Yet many hotels assume all guests want digital everything, forgetting the comfort and reassurance that only human interaction offers—especially in moments of distress.

AI in Hotels: Hype vs. Reality

Across the globe, AI and automation are swiftly changing hotel operations. They power chatbots, send confirmation emails, unlock doors with digital codes, and analyze guest preferences for a “personalized experience.” In theory, it’s all about faster service, lower costs, and a seamless stay. In reality, the hospitality industry’s attempt to go “all-in” on technology has been marred by costly flops, technical failures, and a profound lack of the human touch.

Notorious AI Failures

• Henn na Hotel, Japan: Famously staffed by 243 robots (dinosaurs included), this property had to “fire” over half its bots. Reception robots couldn’t understand guests, in-room voice assistants mistook snoring for voice commands, and the hotel struggled to respond to guest requests. Ultimately, they brought back human staff.
• Facial Recognition Check-in: Pitched as the future, major hotel chains dropped this technology due to privacy concerns and widespread guest discomfort—a reminder that guests value both convenience and dignity.
• Key/Card System Hacks: Security vulnerabilities in digital key card and code systems have allowed hackers—or even guests with a bit of luck—to enter rooms that aren’t theirs. Some kiosks in Europe exposed a list of current bookings and their corresponding keypad access codes.

The Hidden Costs of Tech Gone Wrong

The failure rate for AI and digital transformation in hotels is staggering: 60%-85% of projects fail to deliver expected results. Reasons include:

• Integration Problems: Legacy systems often struggle to keep pace, with new AI solutions frequently failing to integrate smoothly with property management software, payment systems, and booking platforms.
• Lack of Training: Staff are often underprepared to manage new systems, or ignore them altogether, reverting to old processes and causing errors and mix-ups.
• Poor Planning: Installing trendy tech “because everyone is doing it” without clear goals or proper budgeting results in systems that miss the mark entirely.
• Data Silos and Errors: Disconnected platforms and faulty automation can trigger overbooking, lost reservations, and chaos at check-in time.

Communication: The Missing Link

In hospitality, communication is everything. Guests expect clear, timely information—and support when things break down. The more hotels automate, the more they must double down on transparent, effective communication between property managers, offsite teams, housekeeping, and guests. Yet, common failures persist:

• Automated messaging with no oversight: Guests receive conflicting or confusing instructions from bots, while real human help is unreachable.
• Outdated paper logs or radio systems: Manual systems cause shift handover gaps, lost updates, and unresolved guest requests.
• Overreliance on tech to “replace” staff: Hotels that go 100% digital often leave guests stranded in moments of uncertainty—unable to get help, escalate an issue, or even feel safe.

Guests should never feel as though they’re piecing together a puzzle to figure out where they’re staying. Communication should always be clear and concise.  Whether through a dedicated mobile app, two-way text message system, a chatbot with real-time updates, or consolidated email communication, hotels must prioritize clarity and consistency in their communication. Have you ever called a company and been placed on hold waiting for a human, only to be placed into their computer system and feel frustrated because you cannot speak with someone? This is what it feels like to a hotel guest when there is no human to interact with. Human interaction is a must in hospitality.

During my recent check-in, the hotel relied on text messages sent from multiple unrecognizable numbers to relay critical updates about my stay. Without a centralized, user-friendly platform for guest communication, confusion and errors were inevitable. A hotel’s tech stack and ease of use for staff and guests are vital to operations and communication.

Bottom line: Prioritize communication. Hire a communication consultant to review your guest communication at every level- it could lead to more revenue and a better guest experience.

Security: Codes, Keys, and Guest Trust

My experience demonstrates profound risks in digitizing access. Door codes and digital keys are only as secure as the underlying systems and the people who support them. If they’re reused or easily hacked, or if staff can’t promptly respond to problems, guests are at real risk. Guests need to trust that their belongings (and their dignity) are secure. Without proper security protocols, automated systems expose guests to a litany of risks. Encrypted, single-use codes and rigorous testing of access systems are non-negotiable for any property leveraging automation.

Over-Automation Without Redundancies

Without human oversight, automation can cause cascading errors—like repeated room assignment mistakes—since no one is there to catch and fix glitches. Hotels should always test systems thoroughly and build in redundancies, such as staff reviews, to prevent guest mishaps.

No Human Support When It’s Needed

The absence of on-site staff exacerbated every issue I encountered. After my disastrous check-in, I desperately needed assistance. Having a phone number routed to customer service representatives in another country only added to the frustration. Hospitality is about making guests feel welcome and cared for—a goal that is impossible to achieve when human connection is removed entirely from the equation.

Even the most advanced systems should reflect the warmth and personalization expected in hospitality. AI can be programmed to provide personalized recommendations or greetings, but nothing replaces the reassurance and connection of genuine human interaction, not only when things go awry, but also to make a guest feel seen, heard, and valued. Hi tech demands hi touch.

Underestimating Guest Expectations

Many hotels assume guests value convenience above all else, leading them to adopt tech-heavy solutions. While tech-savvy travelers may welcome innovation, the reality is that most guests still expect a human touch. Automated systems that dehumanize the guest experience can leave travelers feeling alienated, particularly in moments of distress or confusion. Failure to meet guest expectations can result in a lost repeat customer, ultimately leading to a decline in loyalty.

The Future of Hospitality Is Human-Centered

Technology and AI undoubtedly have a role to play in the future of hospitality. When implemented thoughtfully, they can remove friction, foster personalization, and enhance operations. But as my experience revealed, tech without humanity is a recipe for chaos and dissatisfaction. 

When tech fails in a hotel, it doesn’t just endanger a night’s sleep—it risks guest safety, dignity, and trust. Hospitality must be designed—not assumed—into every digital process. The future belongs to those who wield technology skillfully, always keeping service, communication, and the human factor front and center.

After all, if a guest walks into the wrong room at midnight, “I’m sorry, I’m just a bot” is the last thing they want to hear.

About the author

Mandy Murry is the principal and Chief Experience Officer at The Hospitality Concierge. She is an expert in Coaching Independent Hotels to help maximize revenue, guest experience, marketing, operations, and systems. As former owner of a boutique hotel, Mandy, has been there and done that- working all aspects and angles of an independent hotel. With twenty years in hospitality and marketing, her expertise lies in strategic planning, marketing, and creating guest experiences. The magic button is the understanding and implementation of technology, including AI, paired with the vital component of human connection. She has a proven track record of increasing revenue and taking boutique properties to the next level to stay in demand online and offline. She has mentored Independent Properties in Europe, Mexico, and the United States. Mandy is a sought-after speaker in the hospitality industry and has been featured in Hospitality Today, Top Floor Podcast, Huffington Post, 24k, Lux Mag, Bella Grace, Forbes, and more. She is an active member of Cayuga Hospitality Consultants.

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