Robotics in hospitality: insights from the Hospitality Research Lab
In the ever-evolving world of hospitality, staying ahead of the curve requires more than just textbook knowledge – it provides hands-on experience and a forward-thinking mindset.
At Hotelschool The Hague, we prepare our students not just to navigate change but to drive it. That’s why we offer students the opportunity to gain experiences from a new perspective through the Hospitality Research Lab course. In this course, year 3 students become part of a hospitality consultancy team tasked with real-life practical problems and challenges, both within Hotelschool The Hague’s own outlets and alongside industry partners.
"The course offers real life learning experiences in improving hospitality businesses. Students work in teams of 4 to 5 students for a client who experiences a problem or wants to explore an opportunity that is related to the guest experience. Students are required to test the effects of a solution that they apply during two weeks of data collection. The course includes classes on operations management and research methods to guide them through the process."
Boukje de Boer, Lecturer Research Methods
One standout project within the Hospitality Research Lab involved working with one of our industry partners, DoubleTree by Hilton, to explore the potential of robotics in enhancing guest experience. Three groups of students had the unique opportunity to work directly with Temi, a robot from the Research Centre, designed to engage with guests, at DoubleTree by Hilton Amsterdam.
Understanding Guest Perceptions
The study was guided by Social Presence Theory (SPT), which looks at how people's thoughts, expectations, and social settings influence their behaviour. This theory helped the students to understand how guests see and interact with robots in a social environment.
Insights from the research
The students’ research aimed to find out how guests at DoubleTree by Hilton feel about the Temi robot in the lobby. Over four days, students gathered feedback through face-to-face surveys and observations. Surprisingly, guests warmly welcomed Temi, whether it interacted in a friendly or formal way. Both interaction styles brought a modern and positive vibe to the lobby.
Students found that where Temi was placed in the lobby made a big difference. Putting Temi in a spot where guests could easily see and interact with it made the robot more effective. Clear and easy-to-understand communication from Temi also made guests respond more positively.
Does the robot's presence make the lobby more welcoming?
The main research hypothesis was that the robot's presence would make the lobby feel more welcoming. A significant majority of guests agreed that Temi added a welcoming touch to the lobby, supporting the hypothesis.
Social vs. Formal Temi
To delve deeper, the sub-research question explored whether there was a difference in guest perception between “social Temi” and “formal Temi.” The analysis revealed no significant difference in guest perceptions between social and formal Temi.
Their research shows that service robots like Temi can really enhance the guest experience in hotel lobbies. The students demonstrated how combining technology with personal interaction can shape the future of hospitality. Their work highlighted the importance of where the robot is placed and how clearly it communicates to make guests feel welcome.
“Throughout our research at the DoubleTree Hotel in Amsterdam, I learned the importance of teamwork and diverse skill sets. Each team member brought something unique to the table, which not only enriched our research, but also reinforced my belief in the power of collaborative success. This experience has broadened my perspective, especially in understanding how technology can be leveraged to enhance customer service in the hospitality industry. It underscored the potential for technology to create a welcoming atmosphere, something crucial in our field.”
Mylene Nouveau Abricot, student
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