I checked in to a U.S. Boutique Hotel on a business trip during the summer of 2025. The hotel promised cutting-edge service: a completely automated operation. No front desk, no humans—just email confirmations, entry codes, text messages, and chatbots. What could possibly go awry?
As it turns out—nearly everything.
Automated check-in nightmare
Imagine this scenario. Imagine this scenario: You have just arrived at your hotel after a long journey and are ready to start a productive workday. Your confidence is shaken because the confirmation email didn’t contain instructions. 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. You might think that’s simple enough.
Wrong. While you are busy working and don’t check your phone often, the hotel sends out a number of texts reassigning the room to different numbers. This is due to a system error. 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. You’re unsure whether to scream or apologize.
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After reviewing the scattered messages you discover yet another room number. The code allows you to enter, but the fact that the codes can be used for multiple rooms is a security concern. To make matters worse, when you try to call customer service, it will route you to another country. There is no way to resolve the issue. Communication? Non-existent. Accountability? Accountability?
This is my tale, and all night I wondered how failures like this could be possible in a service-based industry. This debacle—stressful, undignified, and genuinely unsafe—wasn’t merely the story of a botched tech rollout. It’s an example of how poor automation, AI and remote management can undermine all that the hospitality industry stands.
This experience raises an important question. How can hotels achieve a balance that allows them to deliver on the promise of modern technology while still fulfilling their core mission, which is to delight and serve guests?
Overestimating guest expectations
Automation should not make life more stressful or dangerous, but rather easier. Yet many hotels assume all guests want digital everything, forgetting the comfort and reassurance that only human interaction offers—especially in moments of distress.
Hotel AI: Hype or Reality? Reality
AI and automation have a rapid impact on the global economy. hotel operations. They can power chatbots, email confirmations, unlock doors via digital codes and analyze guests’ preferences to provide a more “personalized experience.” The idea is to offer a faster service and lower costs while ensuring a seamless experience. In reality, attempts by the hospitality industry to “go all-in” with technology have been marred in the end by expensive flops, technological failures and a profound absence of human touch.
Notorious AI Failures
- Henn na Hotel, JapanThe famous property that was staffed by 243 bots (dinosaurs and all) had to “fire”, over half their bots. The robots at the reception couldn’t understand their guests. Voice assistants in rooms mistook snoring as voice commands. And, finally, they had to “fire” over half of them. In the end, human staff was brought back.
- Facial Recognition Check In: Pitched as the future, major hotel chains dropped this technology due to privacy concerns You can also find out more about the following: widespread guest discomfort—a reminder that guests value both convenience and
- Hacks of Key/Card Systems: 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 revealed a list with current bookings, including their keypad codes.
Hidden Costs of Tech Gone Wrong
The failure rate of AI and digital transformation projects in hotels is shocking: 60% to 85% of them fail to deliver the expected results. There are several reasons for this failure.
- Integration ProblemsThe legacy systems are often unable to keep up with the new AI solutions, which frequently fail to integrate seamlessly with software for property management, payment systems and booking platforms.
- Lack of TrainingThe staff is often not prepared to manage the new systems. They may even ignore them, and go back to their old processes, causing confusion and errors.
- Poor PlanningInstalling new technology “because everyone else does it” without clear objectives or a budget that is appropriate can result in systems which are not up to the task.
- Data silos and errorsUnconnected platforms and bad automation can lead to overbookings, lost reservations and chaos during check-in.
Communication is the missing link
Communication is essential in the hospitality industry. Guests expect clear, timely information—and support when things break down. Hoteliers must increase their efforts to communicate effectively and transparently with property managers, teams offsite, housekeeping, etc., as hotels become more automated. Guests. Yet, common failures persist:
- Automated messages without oversight: Guests are given contradictory or confusing instructions by bots while no human assistance is available.
- Paper logs and radio systems that are outdated: These systems can cause gaps in shift handover, missed updates, or unresolved guests 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.
It should not feel like guests are trying to solve a puzzle in order to determine where they’ll be staying. The communication should be simple and direct. Hotels must ensure that their communication is clear and consistent, whether it’s through a mobile app, text messaging system with two-way communication, a chatbot providing real-time updates or a consolidated email. You’ve probably called a company, waited for a live person to answer the phone and then been put on hold. Then you were placed in their computer system. It was frustrating. When there is no one to speak to, a hotel’s guests feel the same way. In hospitality, human interaction is essential.
The hotel used text messages from my phone to confirm my check-in. multiple unrecognizable numbers I need to be able to communicate important updates about my trip. Confidence and mistakes were inevitable without a central, user-friendly platform to communicate with guests. It is important that a hotel’s technology stack is easy to use for both staff and customers.
Bottom line: Prioritize communication. A communication consultant can review every aspect of your communication with your guests. This could lead to increased revenue and improved guest satisfaction.
Security: Keys, codes, and guest trust
My experience has shown me that digitizing access carries profound risks. Digital keys and door codes are only as safe as the systems that support them and the people who maintain them. If they can be easily or repeatedly reused hackedIf staff cannot respond quickly to problems or guests, they are in real danger. Guests should be confident that their belongings, and dignity, are secure. Automated systems are a risk to guests if they do not follow proper security protocols. Any property leveraging automation must use encrypted, one-time-use codes as well as rigorously test their access systems.
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. Hotel systems should be thoroughly tested and redundant features, like staff reviews, added to avoid guest mistakes.
Human support is not available when needed
The lack of staff on-site exacerbated all the problems I faced. After a disastrous check-in experience, I was in desperate need of assistance. The frustration was heightened by the fact that I had to call a number to reach customer service in another country. 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 sophisticated systems should provide the warmth and individualization that is expected of hospitality. AI can provide personalized recommendations and greetings. But nothing can replace the warmth and connection that comes from genuine human interaction. Hi tech demands hi touch.
Guest Expectations: Underestimating them
Many hotels believe that their guests prioritize convenience, which leads them to implement tech-heavy systems. Although tech-savvy guests may be open to innovation, most expect a personal touch. Automated systems can alienate travelers, especially in times of confusion or distress. If you fail to meet the expectations of your guests, it can lead to lost repeat customers and a decrease in loyalty.
Human-centered hospitality is the future of hotel industry
The future of hospitality will be shaped by technology and AI. They can reduce friction, improve personalization, and boost operations when implemented with care. As my experience has shown, technology without human interaction is a recipe to 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 It is a good idea to use—not assumed—into every digital process. The future belongs only to those who can use technology effectively, keeping in mind service, communication and the human element.
The last thing a guest wants to hear if they walk into the wrong bedroom at midnight is, “I am sorry, I am just a robot.”
