The term "robot" comes from the Czech word robota, meaning forced labor or drudgery. Introduced by Karel Čapek in his 1920 play R.U.R. and inspired by his brother Josef, the word encapsulated a grim vision of mechanized subjugation. Ironically, a century later, robots have flipped the script: they're no longer merely laborers but liberators, reshaping how industries—from logistics to hospitality—operate.

But this liberation is double-edged. As digital workers take over more and more tasks, humans face a new reality: fewer jobs but potentially more meaningful ones. And in hospitality, where emotional intelligence and human connection reign supreme, this tension between automation and authenticity isn't just philosophical—it's existential.

So, could digital workers dominate hospitality? In short, yes. But it's not a dystopian Black Mirror scenario where androids replace every concierge or bartender. Instead, we'll see a nuanced integration of biological and non-biological workers. Let's take a cue from Amazon, where robots account for nearly half the workforce—750,000 robotic units alongside 1.55 million humans. Could hospitality mirror this balance? Absolutely, and sooner than we might think.

Labor shortages are accelerating this trend. By mid-2023, 82% of hotels reported insufficient staff, with 26% describing the crisis as "severe." Traditional solutions—higher wages, flexible hours, expanded benefits—aren't enough. And the numbers don't lie: the industry is struggling to attract and retain talent with its notoriously high turnover (exceeding 80% annually).

That being said, digital workers excel at repetitive tasks, enabling hotels to maintain service levels while grappling with labor shortages. Avatars, AI systems that optimize pricing strategies, and chatbots/voice agents that manage guest inquiries 24/7 are not futuristic novelties—they're already here and only getting smarter.

Digital workers will likely hit operational bottlenecks first, like back office, revenue management, and marketing. They will then sneak into more creative intelligence-needed jobs, such as human desk agents, and tackle low-paid, high-dexterity jobs, such as housekeeping and maintenance.

Other departments, particularly those emphasizing high-touch guest experiences, will remain human-centric—at least for now. A sommelier's expertise or a concierge's intuition cannot be easily digitized. Or, well, it can—and probably it will make a better sommelier—but that uncanny valley phenomenon is just around the corner for most guests, at least for now.

As coexistence between biological/human and artificial/digital workers continues to normalize, even at a sociological and cultural level, and as we overcome the unsettling effect, the hospitality industry is on the brink of a transformation that will define its future.

As I've said many times, we are likely to see three distinct archetypes emerge—not defined by stars, but by their approach to balancing human and digital labor:

Technocentric Hotels

These properties, prevalent in the budget and midscale segments, will fully embrace automation to deliver cost-effective solutions for a growing base of budget-conscious travelers. Digital workers will handle pretty much everything from check-ins to room service, leaving humans in supervisory "human-in-the-loop" roles. Even roles requiring dexterity, such as housekeeping, will transition to robotics as costs drop. This model prioritizes efficiency and scalability over personalization, making it ideal for high-volume, low-margin operations.

Anthropocentric Hotels

At the luxury end of the spectrum, human interaction will be the core value proposition. These properties will offer personalized, high-touch services, with human staff celebrated as artisans of hospitality. Guests will pay a premium for authentic human connection—something machines cannot replicate. Emotional intelligence, creativity, and intuition will be the hallmarks of these hotels, where human labor itself becomes a form of luxury. This is what I call the "humans-as-luxury" model.

Hybrid Hotels

Most properties will fall into this category, adopting a balanced approach that blends technological efficiency with human warmth. Back-of-house operations—such as housekeeping, revenue management, and routine guest communications—will be largely automated. Front-of-house roles that directly impact guest satisfaction, such as concierges, will remain human. This model represents what I call "technological humanism," where automation supports but does not replace the guest experience.

But let's clarify a common misconception: the first digital workers will not be humanoid robots delivering towels in a sterile dystopian lobby. Instead, they're software-driven solutions designed to handle tasks—data entry, guest review responses, invoice processing, or answering calls via AI voice. Think of them as the backstage crew of hospitality: invisible but indispensable.

The beauty of this first wave of digital workers is that it doesn't trigger the unheimliche effect. Unlike the animatronic oddities of Japan's Henn na Hotel, these digital workers blend seamlessly into workflows, boosting efficiency without unsettling guests.

So, what should you do?

1. Invest in Technological Literacy: Staff must learn to collaborate with digital workers. Think colleagues, not competitors.
2. Redefine Roles: Hire for emotional intelligence and creativity, not just technical skills. Or stop hiring for technical skills altogether—they won't mean anything in five years.
3. Strategic Hybridization: Reserve automation for back-of-house tasks while preserving high-touch, front-of-house roles for humans.
4. Foster Visionary Leadership: Leaders must harmonize technological advancements with the human touch.

Conclusion

I said many times that technology is not anti-human—it's inherently human. Our ability to create tools defines us as a species. From the wheel to agentic AI, each innovation affirms our central role in shaping the world, at least for another decade or two.

So, could digital workers dominate hospitality? Yes. But this isn't a question of replacement—it's about coexistence.

The bell tolls for a new era of hospitality. And as John Donne says, it tolls for all of us.

Let's make sure these are bells of celebration, not mourning.