Drivers of adoption of AI service robotics for German hospitality companies

Abstract

This thesis examines the drivers for the adoption of AI-powered service robotics in the German hospitality industry, focusing on its potential to address labor shortages and increase efficiency. As hotels and restaurants face increasing personnel shortages and changing customer expectations, service robotics seem like a feasible solution. Adoption currently remains uneven as it depends on company readiness and customer acceptance. Qualitative findings from expert interviews were combined with quantitative data from a customer survey. The interviews showed a cautious but growing interest in robotics, especially for back-of-house applications. Key drivers included cost efficiency, reduced workload and strategic flexibility, while barriers ranged from investment costs to emotional disconnect with brand identity. On the customer side, survey data confirmed perceived usefulness and ease of use as factors influencing adoption, with acceptance being highest for standardized tasks in low-cost or mid-sized facilities. Still, emotional preferences for human service remained, especially in luxury environments. Strategic implications pointed to judicious implementation, staff training and communication with guests. Managers are advised to adopt a hybrid service model where robotics complements human interaction, not wholly replacing it. This work offers insights for hospitality leaders looking to adapt operations to an increasingly automated service landscape while maintaining service quality.

Date of Award	27 Jun 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Peter V. Rajsingh (Supervisor)