UH Reveals Key Factors in Guests’ Acceptance of AI Technology in Hotels

A recent study from the University of Houston Conrad N. Hilton College of Global Hospitality Leadership has revealed the most critical factors that determine hotel guests’ acceptance of AI technology. According to the study’s lead author, Professor Cristian Morosan, the most important factors are perceived ethics and benefits. It is vital for hotels to ensure AI is used ethically and responsibly, with transparency around data privacy and security. As AI continues to reshape the hospitality industry, hotels will be able to provide highly personalized services. With AI-powered data systems and chatbots, hotels can tailor their recommendations, anticipate preferences, and provide more seamless interactions to enhance guest satisfaction and loyalty. However, hotels must also be cautious about the risks of AI technology on the guest experience and ensure that guests know the AI is making the right decisions for them. Overall, consumers are ready to accept AI technology in their travel experiences, provided it is integrated with humans to maintain that personal touch.