By Matt Townsend, CTO for Relay Robotics and Bob Rauch, Chairman of Brick Hospitality
Hotels are buzzing with a new kind of employee—one that doesn’t need breaks, never calls in sick, and is redefining guest services: robots.
The hospitality industry stands at a crossroads. After the COVID-19 pandemic, hotels have battled staffing shortages and high turnover. Today’s workers demand more flexible environments and greater career growth opportunities. Rising wages and economic pressures are squeezing margins, prompting hotel owners to explore innovative solutions to operate more efficiently. This is driving the increasing adoption of a new type of employee: robots.
The Need for Innovation in Hospitality
Robots have worked in manufacturing and warehouse logistics for decades, but recent AI advancements enable them to function effectively in more dynamic environments like hotels. Rather than replacing human workers, robots serve as valuable assistants, taking on repetitive or mundane tasks so that staff can focus on more meaningful work to improve the guest experience. This shift boosts operational efficiency, helps reduce employee burnout, and increases job satisfaction. Further, for those of us who employ a night auditor/manager as the only employee on the late night shift, robot deliveries adds security.
The Rise of Hotel Robots
The timing couldn’t be better. The rise of Gen Z travelers – the first digitally native generation – has fueled demand for seamless, contactless, and tech-driven experiences. These travelers prioritize convenience and efficiency over traditional service models. Hotel robots can meet these expectations by performing various functions, including greeting guests, streamlining check-ins, delivering food or supplies, or cleaning common areas. Hotels that embrace high-tech solutions can differentiate themselves by offering unique, branded experiences that appeal to modern guests.
While the idea of robots entering our workforce may evoke excitement, uncertainty, or even concern, knowing what to expect when “hiring” a hotel robot can ensure a smooth transition and widespread acceptance among staff and guests.
Roles and Responsibilities
It helps to approach hiring a robot more like hiring a human employee rather than merely purchasing a piece of technology. Start by clearly defining the robot’s job role and responsibilities. This will help it effectively integrate into existing workflows rather than create friction with the staff, and workers can better understand how the robot will support their work instead of replacing them.
Fostering Staff and Guest Acceptance
Fostering staff acceptance is critical to a robot’s success. Robots with overly humanoid designs may trigger discomfort due to the “uncanny valley” effect, but simple personalization strategies can help staff embrace their new mechanical colleague. Give your robot a name, customize its appearance, and introduce it as a helpful team member rather than just another piece of equipment. This human touch facilitates better engagement and acceptance.
Onboarding Your Hotel Robot
The “onboarding” of a robot has become relatively straightforward and can often be completed within a few days. Robots can quickly map their environment using modern sensors and computer vision techniques to create detailed layouts of their workspaces. To define the robot’s operational boundaries, hotel teams can then annotate specific locations – such as front desk, rooms, housekeeping offices, hotel lobbies, or marketplaces.
Long-Term Success and Integration
Equipped with the necessary tools to perform its job, the robot and the staff must be trained. Work with the robot’s customer success team to tune the robot to fit your unique workflows and ensure seamless alignment with existing hotel operations. Keep interfaces and procedures simple to encourage adoption and long-term utilization, making them resilient to employee turnover. While the novelty of a hotel robot may initially excite guests and staff, its long-term success hinges on functionality, efficiency, and accuracy.
The key to successfully hiring a robot is to view it as an automation tool and a valuable team member that complements human staff. Hotels can ensure their robotic hires contribute positively to staff and guest experiences by prioritizing functionality, seamless workflow integration, and user-friendliness. When implemented thoughtfully, robots can become valuable assets that enhance service quality, improve operational efficiency, and create a modernized hospitality experience that aligns with evolving consumer expectations.
View the video of a simple robot delivery at one of Brick Hospitality’s hotels. Each of our owned hotels employs Relay Robotics, and our team members have named each robot. Sales at our sundry shops have grown markedly at each hotel. According to Dallas King, CEO of Brick, ‘Integrating robots has not only streamlined our operations but also significantly improved guest satisfaction.”
As the hospitality industry continues to evolve, embracing robotic assistants isn’t just about staying ahead of the curve—it’s about redefining the guest experience for a tech-savvy generation.
Interested in learning more about Relay Robotics? Contact to learn more.
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