In the summer 2025, while traveling for work, I checked in to a U.S. Boutique Hotel that promised cutting edge hospitality: 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 the following situation. You just returned from a long trip and are now ready to get settled into your hotel room for a productive working day. 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. It’s easy, right?
Wrong. While you are busy working and don’t check your phone often, the hotel will send a number of texts reassigning the room to different numbers. This is due to an error with 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. It’s a moment when you don’t know whether to scream at the other guests, apologize or get kicked out.
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After reviewing all the messages scattered around, you eventually find another room assigned. The code is good for entry. However, realizing that this code can be used to access multiple rooms, reveals a worrying security vulnerability. Even 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?
It’s my story. I spent the entire night wondering how these failures could have happened in a business built on hospitality and service. This debacle—stressful, undignified, and genuinely unsafe—wasn’t merely the story of a botched tech rollout. This is a case of how bad implementations of AI, automation and remote hotel management undermine the entire hospitality industry.
This experience highlights a crucial 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?
Underestimating the expectations of guests
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.
Hype vs. Reality: AI in Hotels Reality
AI and automation is rapidly changing the world. hotel operations. They can power chatbots, email confirmations, unlock doors via digital codes and analyze guests’ preferences for “personalized experiences.” Theoretically, the goal is to provide faster service, lower cost, and 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.
AI Failures That Are Notorious
- 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. They brought back the human staff.
- Check-in using facial recognition: 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.
The hidden costs of technology gone wrong
The failure rate of AI and Digital Transformation in Hotels is shocking: 60%-85% fail to deliver results. The reasons include:
- Integration ProblemsLegacy systems struggle to keep up, as new AI solutions often fail to integrate well with property management software and payment systems.
- Lack of TrainingStaff often aren’t prepared to manage new systems. They may even ignore them, and fall back on old processes, leading to mistakes and confusion.
- Poor PlanningUsing trendy technology “because everyone else is doing it”, without clear budgeting or goals, can lead to systems that are completely off target.
- Data silos, errors and omissionsUnconnected platforms and bad automation can lead to overbookings, lost reservations and chaos during check-in.
Communication is the missing link
Communication is key in hospitality. 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 and other departments. You can also find out more about the 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 are staying. The communication should be simple and direct. Hoteliers must prioritise clarity and consistency when communicating, whether through a dedicated app, two way text message system or chatbot that provides real-time information. 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. Confusion and errors are inevitable without a user-friendly, centralized platform for guest communications. It is important that a hotel’s technology stack and the ease of use it provides for guests and staff are both key to its operations and communications.
Bottom line: Prioritize communication. A communication consultant can review every aspect of your guest’s communication. 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. The security of digital keys and door codes is only as good as the systems they are supported by. If they can be easily or repeatedly reused hackedGuests are in danger if the staff is unable to respond promptly to any problems. Guests must trust that both their possessions and their dignity are safe. Automated systems are a risk to guests if they do not follow proper security protocols. For any property that uses automation, encryption codes with single-use and rigorous testing are a must.
Over-Automation with No Redundancies
Without human oversight, automation can cause cascading errors—like repeated room assignment mistakes—since no one is there to catch and fix glitches. To prevent mishaps, hotels should test their systems thoroughly, and include redundant measures such as staff evaluations.
When you need it, there is no human assistance
The absence of on-site personnel exacerbated any issue I encountered. After a disastrous check-in experience, I needed help immediately. 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 advanced systems must reflect the warmth, personalization and care that are expected from hospitality. AI can provide personalized greetings and recommendations. But nothing can replace the connection and reassurance of a human interaction. Hi tech demands hi touch.
Underestimating the expectations of guests
Most hotels adopt technology-intensive solutions because they assume that guests are more concerned with convenience than anything else. 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. In the event that guests’ expectations are not met, they may lose repeat business and ultimately decrease loyalty.
Hospitality is Human-Centered in the Future
The future of hospitality will be shaped by technology and AI. When implemented with care, they can reduce friction, improve personalization, and boost operations. My experience showed me that tech without a human touch is a recipe of chaos and unhappiness.
When tech fails in a hotel, it doesn’t just endanger a night’s sleep—it risks guest safety, dignity, and trust. Hospitality is a must. You can find more information about this product at—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.
If a guest enters the wrong room, at midnight, the last thing that they want to hear is “I’m a bot, sorry.”
