GenAI in Hospitality Service Sector Study 2026 - LNU - Group 01

This study answers the research question of: how do customers use GenAI tools when searching for and interacting with hospitality services and how does this influence their communication, decision-making process and expectations, by using a qualitative methodology, interviewing 12 participants semi-structually. The findings from this study, points that the main use of GenAI is in the preservice stage, where customers search, compare and evaluate hospitality options such as hotels, restaurants and travel services. Participants described GenAI as a decision-support tool that summarised information, structured searches and personalised recommendation, contributing to more informative choices. However, factors such as trust and reliability for GenAI showed significant concerns from the Interviewees. Receiving recollections of inaccurate and outdated recommendations and lack of local contextual understandings, highlighting that GenAI does not replace critical judgment and independent validation. Including the challenge of cross-cultural nuances, where AI-generated advice may have overlooked local norms and expectations. In turn, this study found that GenAI transforms the human element in the hospitality services, rather than replaces them. Customers have shown an increase of reliance on AI during planning phases but continue to value human interaction during the service experience itself. The results suggest that the hospitality sector should adapt to the more informed customer, while still maintaining quality human-centred service.