Friend or a Foe: Robot-Based Applications in Luxury Hotel Services

This case study describes the opportunities and challenges of applying artificial intelligence applications to luxury hotel services. More specifically, this study examines the dilemma that LOTTE HOTEL SEOUL faced when adopting robot-based applications to enhance guest services. The dilemma involves employee morale, algorithmic bias, and perception of luxury service quality. Applying the Modified Technology Acceptance Model, it illustrates the impact of smart technologies on lodging operations in the post-pandemic era. Strategies and solutions were also discussed.