GenAI in Hospitality Sector Study 2026 - LNU - Group 20

The increase in Generative Artificial Intelligence (GenAI) being integrated and introduced within the hospitality industry, primarily in services where businesses interact directly with customers such as chatbots or/and automated support systems. These technologies however, have the opportunity and the potential of improving operational services making them more efficient and faster as well as easier accessibility for customers. On the other Hand, the increase use of it, raises and creates important concerns regarding the preservation or even the loss of the 'Human element' that plays a significant role in hospitality. Therefore, the significance of understanding the influence of technologies in customers experience becomes increasingly important and relevant for hospitality organizations. The report adopts a qualitative approach consisting of twelve semi structured interviews with customers that have had personal experience working with generative AI techniques in hospitality settings.