Hotels are staffing robots—and guests are freaking out

Hotels are turning to humanoid robots, with guests either loving or hating the creepy, human-like experience

As hotels worldwide turn to humanoid robots to greet guests, answer questions, and deliver services, reactions remain mixed. A viral TikTok video from Japan’s Henn-na Hotel—known for its robot staff—has reignited debate about the growing role of AI in hospitality. While some travelers are intrigued by the futuristic experience, others feel unsettled, especially when machines mimic human behavior too closely. Despite these concerns, the global hospitality robot market is projected to more than triple by 2030, driven by cost savings, contactless service demands, and increasing consumer acceptance. For hoteliers, the real transformation may lie not at the front desk—but in invisible, AI-powered back-end systems quietly reshaping operations.

Key takeaways

• Humanoid robots are increasingly used in hotels to reduce staffing costs and provide round-the-clock service, especially in Japan and parts of the U.S.
• Mixed guest reactions: While many guests find the robots novel or entertaining, others report discomfort—highlighting the “uncanny valley” effect, where machines that appear too human evoke unease.
• Viral moments spark broader conversation: A TikTok clip of a woman nervously interacting with a robot at Henn-na Hotel reflects widespread concerns about human-like machines in hospitality roles.
• Technical issues persist: Japan’s Henn-na Hotel, once operated almost entirely by robots, had to retire over half of them by 2019 due to glitches and complaints.
• The industry is still investing: Major hotel chains like Marriott, Hilton, and IHG are deploying robots for room service and concierge tasks, while the global hospitality robot market is projected to grow from $648 million in 2024 to $2.2 billion by 2030.
• Shift toward invisible AI: Experts suggest the most meaningful use of AI in hotels is happening behind the scenes—in operations, automation, and service optimization—rather than in flashy humanoid front-desk staff.
• Human touch remains important: Despite automation advances, many hotels—including Henn-na—are returning to a blend of human and robotic staff to ensure guest comfort and satisfaction.

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