GenAI in Hospitality Study 2026 - LNU - Group 15

This scientific methods report is provided to give an comprehensive understanding of howSwedish Generation Z (GenZ) are integrating with Generative Artificial Intelligence (GenAI) intheir everyday lives, focusing on usage context, problem-solving purposes, perceived limitations,impacts on service interactions, and their expectations for its future role. The theoretical framework for this report consists of three main topics derived from theconducted interviews; AI-mediated Decision Support, Level of Perceived trust in AI, and HumanEngagement. Combined with the study’s empirical findings, these are provided to explain howGen Z uses and evaluates GenAI in the hospitality sector as consumers, in a travel context. Aqualitative research approach has been carried out throughout 12 semi-structured interviews inthe Swedish Gen Z segment. The interviews examined how GenAI is used across different stagesin the travel-process. With this information being stated, the purpose of this study is to explore how Swedish Gen Zconsumers use GenAI in the hospitality sector, particularly when visiting unfamiliar travellingdestinations. Thus, the research question for this study is: How does Generative AI influence Generation Z’s information search anddecision-making when selecting hospitality services in unfamiliar travel destinations?