Why the Best Hotel Automation Doesn’t Feel Automated at All
When people hear the word "automation" in hospitality, they often picture cold, robotic interactions, or guests being palmed off to machines instead of getting the personal service they expect. But that’s a misconception. If it’s done right, automation can improve the guest experience, not cheapen it. It’s all about how it’s set up. Here’s a look at some of the subtle ways automation can actually make your guest experience warmer, smoother, and more personal, without pretending to be something it’s not.
Dylan Wright
7/14/20254 min read
Why the Best Hotel Automation Doesn’t Feel Automated at All
When people hear the word "automation" in hospitality, they often picture cold, robotic interactions, or guests being palmed off to machines instead of getting the personal service they expect. But that’s a misconception. If it’s done right, automation can improve the guest experience, not cheapen it. It’s all about how it’s set up.
Here’s a look at some of the subtle ways automation can actually make your guest experience warmer, smoother, and more personal, without pretending to be something it’s not.
Instant Answers (Without the Wait Time)
One of the biggest frustrations for guests is waiting. Whether it’s a question about check-in times, wedding packages, or parking, nobody wants to wait an hour for a reply. And most hotel teams, especially in smaller independents, don’t have the time to reply to every enquiry instantly.
That’s where automation comes in. A well set up chatbot or auto-responder can give guests the answers they need when they need them. Not only does that speed things up, but it reassures people that the hotel is switched on and responsive. In today’s world, that kind of speed and clarity is often what people remember most.
Keep It On Brand and Human
This is where a lot of hotels miss the mark. Automation shouldn’t feel robotic and it doesn’t have to. One of the simplest and most effective ways to make it feel friendly and familiar is to give it a personality.
I’ve seen hotels give their chatbot a name (e.g., Albert, Charlie, Rosie). They don’t pretend it’s a human, but they make it feel like part of the team. It speaks in the hotel’s tone of voice, uses natural language (no jargon!), and looks approachable. Some even use a character or friendly avatar to soften the experience, especially for older guests who might feel nervous around tech.
It’s a subtle thing, but it makes a big difference.
Let the System Do the Sorting
Not every question needs a human reply and not every guest wants one. But there are times when a real person is essential. One of the best things about automation is that it can help filter through the noise.
If a guest enquiry is more sensitive or personal (something you wouldn’t want to send to a bot) it can be flagged and passed to the front desk team straight away. That means your staff spend less time answering basic questions and more time handling the ones that need a human touch.
It’s a smart way to balance efficiency with empathy.
Personalisation at Scale
This is where automation really shines. With the right CRM system in place, you can remember little details about each guest such as the room they like, the wine they ordered last time, whether they prefer soft or firm pillows and offer that same level of personal touch every time they stay.
It might be something simple like:
“Would you like the same wine in your room as last time?”
Or:
“We’ve popped your favourite chocolates on the pillow again, enjoy!”
It’s those little gestures that make guests feel seen and remembered. And because the system does the remembering, it doesn’t matter whether you’re dealing with 10 guests or 10,000. You can deliver that personal feel at scale.
Make It Friendly, Not Frightening
Let’s be honest, some chatbots are hard to use and make you jump through hoops to get an answer. A lot of people end up typing "Speak to a real person" out of sheer frustration.
But that doesn’t have to be the case. If your chatbot looks friendly, uses simple language, and clearly states who (or what) it is, people are far more likely to use it and actually enjoy using it. Make it feel like a hotel assistant, not a banking app.
The logo can still be your hotel’s, but the chatbot should look and sound more like a member of your team than a piece of software. That builds trust, and makes your tech feel like part of the service, not a replacement for it.
Done Well, It’s Invisible
The best hotel automation doesn’t feel like automation. Guests get answers quickly, they feel looked after, and your team has more time to focus on the bits that really matter.
So no, it’s not about tricking people into thinking a robot is a person. It’s about designing systems that are helpful, human, and totally on brand. When you do that, automation becomes a natural part of the experience. And most guests won’t even notice it’s there, they’ll just notice that their stay felt smooth, thoughtful, and personal.
Want to See It in Action?
If you’re curious about how this all looks behind the scenes, I’ve put together a free resource for this week, showing how it works and how your hotel can get started.
And if you’ve already started automating part of your guest experience, I’d love to hear how you’ve made it feel personal.
Why the Best Hotel Automation Doesn’t Feel Automated at All
When people hear the word "automation" in hospitality, they often picture cold, robotic interactions, or guests being palmed off to machines instead of getting the personal service they expect. But that’s a misconception. If it’s done right, automation can improve the guest experience, not cheapen it. It’s all about how it’s set up.
