GenAI in Hospitality Study 2026 - LNU - Group 06

This report explores how customers experience and interact with Generative AI (GenAI) in service contexts such as travel, hospitality, and digital services. Based on qualitative interviews, the study examines how GenAI influences customer behavior, expectations, and perceptions of service quality and human interaction. The findings show that GenAI is widely used for efficiency, convenience, and quick access to information. However, while it improves speed and functional quality, it often lacks the emotional and relational value provided by human interaction. Customers tend to rely on GenAI for simple and transactional tasks but still prefer human interaction in more complex or experience-driven situations. Overall, the study highlights a trade-off between efficiency and human value, suggesting that future service models will likely require a balance between AI-driven and human-based interactions.