Title: Humanoid Robots in Hotels: Innovation or Unease?
By Orit-Naomi, HTN Staff Writer – July 6, 2025
A recent viral TikTok video from Tokyo’s Henn-na Hotel has reignited the conversation around humanoid robots in hospitality. In the clip, a guest visibly recoils from a lifelike check-in robot, nervously saying, “Don’t look at me,” as the machine delivers instructions. The moment underscores a psychological phenomenon known as the “uncanny valley,” where machines that closely resemble humans evoke discomfort rather than delight.
Across the globe, hotels are increasingly integrating humanoid robots into their operations—from check-in counters and concierge desks to room service and cleaning. While some guests embrace the novelty, others remain wary. The Henn-na Hotel itself has scaled back its robotic workforce, retiring over half of its original 240 robots by 2019 due to technical issues and guest dissatisfaction.
Despite these setbacks, the broader trend toward automation in hospitality is accelerating. A 2023 survey by Boutique Hotelier revealed that 61% of travelers had positive experiences with service robots, though nearly 29% admitted to feeling uneasy around them.
The global hospitality robotics market, valued at $567 million in 2023, is projected to grow to $2.2 billion by 2030, with a compound annual growth rate of 21.5%. While humanoid robots often grab headlines, many hotels are quietly deploying more utilitarian robots for tasks like luggage handling, cleaning, and disinfection—areas where automation can deliver consistent value without unsettling guests.
Major hotel chains are already on board. Marriott and Hilton use Relay and Savioke robots to deliver items to guest rooms. In Asia, Aloft and IHG properties employ concierge robots like Connie, powered by IBM Watson. Mandarin Oriental Las Vegas introduced “Pepper” in 2017 as a lobby greeter, though it now serves more as entertainment than a functional staff member.
These examples reflect a shift in the industry’s mindset. Robots are no longer seen merely as gimmicks, but as tools to improve efficiency. Many hotels now use AI-driven platforms to schedule housekeeping, predict maintenance needs, and optimize pricing strategies. While humanoid robots may serve as marketing attractions, it’s the behind-the-scenes automation that’s quietly transforming hotel operations.
Henn-na Hotel’s journey illustrates this evolution. Launched in 2015 in Nagasaki and later expanded globally, the hotel initially leaned heavily on robotic staff. However, after encountering operational challenges, it transitioned to a hybrid model where human employees handle most responsibilities, and robots are used sparingly for greetings and sample deliveries. This approach demonstrates that technology works best when it complements, rather than replaces, human hospitality.
To address the “uncanny valley,” engineers are refining robot design and behavior. SoftBank Robotics has introduced models with smoother movements, better speech recognition, and context-aware gestures. Startups like Bt. Robotics are developing robots capable of recognizing individual guests and adapting to local cultural norms, aiming to create more personalized and comfortable interactions.
Still, as UC Berkeley roboticist Ken Goldberg famously noted, “People are most comfortable when robots look and behave like robots.” In hospitality, that means using machines for tasks like carrying luggage or sanitizing rooms, while leaving emotional intelligence and problem-solving to human staff. Robots excel at repetitive or hazardous duties, but empathy remains a uniquely human strength.
That said, humanoid robots aren’t going away. High-tech hotels and luxury resorts continue to experiment with advanced bots as part of their brand identity. In South Korea, robot butlers can draw baths and adjust room ambiance. In China, hotel robots handle room service while offering real-time translation for international guests.
The key challenge for the industry is aligning a robot’s form with its function. A sleek, futuristic receptionist may attract attention, but if it malfunctions or unnerves guests, the novelty quickly wears off. In contrast, reliable back-of-house robots that deliver water or prevent maintenance issues can quietly enhance the guest experience.
Looking ahead, the most successful hoteliers will be those who integrate robotics with care and purpose. By using automation to streamline operations and free up human staff for more meaningful guest interactions, they can redefine what hospitality looks like in an increasingly contactless world—where technology enhances, rather than replaces, the human touch.
Source: hoteltechnologynews.com