Service automation and practical implementation in hospitality outlets: insights from observations and interviews of employees in Bulgaria and the USA
Craig Webster · Journal of Hospitality and Tourism Technology · 2025
Purpose The purpose of this paper is to learn about how readily hospitality jobs and their component tasks could be automated. Design/methodology/approach In this research, the researcher observed employees in various occupations inside hotel establishments and a restaurant in Bulgaria and the USA. Observations and interviews of employees were designed to learn about which tasks could be most easily automated. Findings The findings show that employees were generally enthusiastic about using automation technologies, and that white-color tasks have the substantial potential for automation, while sophisticated manual tasks such as maintenance and housekeeping have less potential for automation of tasks. The conclusion suggests that humans have a role in an automated economy, but a role in which humans concentrate on problem-solving skills, creativity and mechanical/manual skills requiring analytical thinking and judgment. Research limitations/implications There is little or no indication of Luddite attitudes among hospitality employees, and white-collar employees are the most likely to have their tasks automated. Practical implications Employees are enthusiastic about automation of their tasks, so managers generally face a receptive workforce. Social implications There is little risk of automation of many tasks that are manual in nature and require a great deal of manual dexterity and judgment. Originality/value While much of the research on automation technology takes the perspective of consumers in hypothetical online surveys, this research learns about the possibilities of automation in hospitality environments from the observation of employees in the workplace and interviews with employees.