GenAI in hospitality sector Study 2026 - LNU - Group 16

This study explores how generative artificial intelligence (GenAI) shapes customer experiences within the hospitality sector, with a specific focus on how consumers interact with and evaluate ai-driven tools. Using a qualitative research design, the study is based on semi-structured interviews with 12 participants who have direct experience using (GenAI) in hospitality related contexts such as travel planning, information search, and service interactions. The findings indicate that GenAI significantly enhances functional aspects of the customer journey by improving efficiency, accessibility of information, and decision-making processes. Participants highlighted how AI tools reduce the time and effort required to search for information, while also increasing their confidence when navigating unfamiliar environments. These findings align with established frameworks such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), emphasizing perceived usefulness and ease of use as key drivers of adoption. The study also reveals important limitations. Concerns related to trust, accuracy, and ethical implications were frequently mentioned, particularly in cases where AI-generated information was incomplete or misleading. While GenAI supports functional service elements it does not replace the human dimension of hospitality. Emotional engagement, social interaction, and personalized service remain essential components of the overall experience. This study highlights a paradox where GenAI enhances efficiency while simultaneously raising challenges related to trust and the preservation of human centered service.