Hotel managers may no longer be the decision-makers they once were, as artificial intelligence (AI) continues to take on more responsibility in the hospitality industry.
A recent study from the University of Surrey and Oxford Brookes University warns that traditional hotel management roles are being reshaped by algorithmic management (AM)—a type of smart system that automates many tasks previously handled by people.
AM is already being used in hotels to manage things like housekeeping schedules, cleaning priorities, and staff availability.
These systems analyze room bookings, staffing levels, and guest needs to assign tasks in the most efficient way possible, often cutting costs in the process. While this helps streamline operations, it also means fewer decisions are left to human managers.
Brana Jianu, the lead author of the study, explains that algorithms are now deciding things that used to require human judgment.
This raises big questions about what hotel managers will do in the future—and whether they’re at risk of being replaced.
The study, published in the International Journal of Hospitality Management, involved interviews with 22 hotel managers and academic experts who shared their thoughts on the growing use of AM.
Participants noted both benefits and concerns. On one hand, these systems can improve efficiency and reduce workload.
On the other hand, they can create feelings of disconnection among employees, who may feel like they’re being treated as data points rather than people. The research highlights that this shift could lead to alienation and a loss of morale if not managed carefully.
Jianu emphasizes that hotel managers aren’t obsolete—but their roles must change. Instead of simply giving orders or overseeing tasks, managers need to act more like coaches who guide and support their teams.
This means developing emotional intelligence and strong communication skills to help staff navigate the new AI-driven environment.
To make this transition successful, the study recommends keeping communication open about how algorithms work and why decisions are made. This can build trust between managers and staff. Managers also need to strike a balance between following system-driven processes and encouraging creativity and collaboration.
In the end, the study suggests that the future of hotel management is not about choosing between humans or machines—it’s about making them work better together. As AI continues to shape the industry, the human touch will still be key to great hospitality.
Source: University of Surrey.
