Lead author Dr Tracy Xu, Lecturer in Hospitality at The University of
Surrey’s world-renowned School of Hospitality and Tourism Management,
has had her paper published in the International Journal of Contemporary Hospitality Management.
The research behind the paper involved speaking to 19 hotel HR experts
to identify the key trends and major challenges that will emerge in the
next ten years and how leaders should deal with the challenges brought
about by service robot technologies.
Results showed that while
service robots are anticipated to increase efficiency and productivity
of hotel activities, they may also pose challenges such as high costs,
skill deficits and significant changes to the organizational structure
and culture of hotels. Therefore, the anticipated applications and
integration of robotic technology will require leaders of the future to
carefully consider the balance between the roles of service robots and
human employees in the guest experience and to nurture a work
environment that embraces open-mindedness and change.
The project
finished in March 2020 just as COVID-19 broke out and as the virus
rendered non-essential travel impossible, most hotels around the globe
are feeling a catastrophic economic impact. There is now even more
interest in developing innovative ways of deploying service robots
across all economic sectors to limit human interaction. Considering the
current pandemic, many industries are having to reinvent processes and
systems to cope with a new isolated way of life. Robotic interaction in
hotels could facilitate more socially distanced models of operation to
enable a safer and faster reopening and recovery of some hotels.
Dr
Xu said: “Application of service robots in the hotel industry is on the
rise. With the added factor of a need to reassure potential guests that
their stays will be compatible with minimised social contact and human
interaction, this process could be accelarated. During the lockdown
period it is likely that hotel managers will be planning for a ‘fresh
start’ in the recovery and rebuilding period after the social isolation
restrictions have been lifted and this is predicted to have a positive
stimulus on the adoption of service robots.
“The anticipated
applications and integration of robotic technology will require leaders
of the future to carefully consider the balance between the roles of
service robots and human employees in the guest experience and to
nurture a work environment that embraces open-mindedness and change.”
Dr
Xu was joined in her research by fellow Surrey colleague Mark Ashton,
Teaching Fellow, and Jason Stienmetz, Assistant Professor at MODUL
University Vienna.
Mr Ashton said: “This is the first type of
study to examine hospitality leadership and human resource management in
the context of robotized hotels and at a time where hotels seem to need
it most. Forward-thinking businesses who are proactively prepared for
the introduction of these exciting new technologies will benefit in the
long term.”
