Should luxury hotels go all in with automation?

Automation is most often considered to be about cost-saving, about removing the need for staff for functions that can be carried out using a technology solution. Premier Inn opened its first fully self-check-in hotel in 2009, with check-in screens being an option in the years before then.

For luxury hotels automation isn’t about removing people from the payroll. Automation can only be the right move if it enhances exclusivity, personal attention and the overall experience that guest expect from the very best hotels.

Here’s where and how automation can genuinely strengthen the guest experience for luxury hotels.

Effortless convenience

Removing hassle and inconvenience is something that is highly valued by high-value guests. Automation can quietly deliver that:

• Seamless mobile check-in/out
• Secure digital room access
• Real-time room readiness notifications
• Automated preferences for lighting, climate, F&B, or housekeeping timing

It must feel invisible to the guest and not “techy”. It should also be optional. Luxury guests will range from fully digital to profoundly analogue. Some will want to be able to walk into their room with no human engagement, whilst others want to be greeted by the GM and even their dog.

Focusing on high-value service

Removing repetitive administrative tasks from teams allows them to spend more time talking to guests, personalising their experience and anticipating their needs. Tasks such as:

• AI-supported concierge intel
• Automated reporting and scheduling
• Predictive maintenance
• Real-time occupancy insights

Making every guest feel like they are the only person there is the essence of luxury.

Be careful not to go too far. Tech that replaces people rather than supporting guests can quickly present a cold and transactional experience. Guests at luxury hotels will still want and expect genuine human interactions and skilled, attentive service.

Personalised environments

Automated systems can remember guest experiences and apply them prior to arrival: Prefereence such as:

• Preferred room temperature
• Pillow type
• Minibar stocking
• Lighting and curtain presets
• Entertainment preferences

More Precision

Luxury hotels must meet extremely high standards consistently. Automation helps deliver:

• Fewer errors‍
• Faster response times
• Better energy optimisation
• Stronger security and access controls

It’s the backbone that keeps the experience consistently flawless.

Flawless comes at a cost. Automation must have been thoroughly tested before deployment and be supported by highly resilient backup processes.

To answer the original question, automation can really benefit luxury hotels, but only the right automation. If it delivers a smooth and supportive experience that makes guests feel even more cared for, it can be considered a success.

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