Service robots are breathing new life into the hotel industry across the Guangdong-Hong Kong-Macao Greater Bay Area, enabling market players to better adapt to changing market conditions, and Hong Kong should accelerate its efforts to keep pace with the technological trend, industry insiders said.
Hotels in the Greater Bay Area need to make intelligent upgrades as they face market changes such as fluctuations in demand from business travelers, an increase in cultural and tourism consumption, and a growth in the number of foreign travelers attracted by the country’s expanded visa-free policy.
The most essential role for service robots in this process is to enhance hotels’ resilience in the face of such changes, said Zhou Tao, managing director and head of hotels and hospitality group at JLL Greater China.
He explained that service robots can ensure stable services by performing repetitive tasks, freeing up human staff for high-value interactions, and enabling agile resource allocation through a human-robot collaborative model.
“This adaptability allows hotels to respond effectively to demand fluctuations, enhancing guest satisfaction while improving operational efficiency and competitiveness.”
Despite the active incorporation of intelligent equipment in mid- to high-end hotels in the southern region, Zhou said that deployment in luxury hotels remains relatively limited.
“Luxury hotel guests are generally older and prefer human interaction, which leads them to seek services that have a personal touch,” he said.
According to a study by the Hong Kong Polytechnic University’s School of Hotel and Tourism Management (SHTM) released earlier this week, service robots are becoming an important driver of business growth for hotels.
For every 1,000 tasks completed by robots, hotel occupancy rates rise by approximately 3.2 percent, with their average monthly revenue increasing by roughly 167,900 yuan ($23,785), the report said.
ALSO READ: Guangdong blueprint aims to drive GBA's integrated growth
Meanwhile, for every 100 hours of robot operation, occupancy rates of hotels go up by about 1.3 percent, and they translate into a growth of some 68,700 yuan in monthly revenue.
This means robots have evolved from mere “technological add-ons” to a new revenue-driving engine that powers the sustainable operation of hotels, the study found, based on research into 451 hotels globally.
By interviewing over 2,300 individuals across 55 countries, the study also showed that robot-powered services are reshaping guests’ expectations of hotels.
While first-time users get a sense of novelty from interactions with the technology, frequent travelers and those hailing from digitally advanced regions now see such services as a basic necessity rather than a value-added perk.
Guests impressed by robotic services are also more willing to pay premium rates, with 31.5 percent of the price uplift driven by improved satisfaction levels, according to the study.
“Robots have fundamentally transformed the landscape of the hotel industry, creating a new paradigm of expectations and satisfaction that benefits both operators and guests,” said SHTM professor Song Haiyan.
Despite the growing recognition of service robots’ value, their widespread adoption in the Hong Kong market faces challenges, said Zhou.
“Hotels tend to focus solely on the immediate cost savings that robots provide, while overlooking their potential to enhance customer loyalty, increase spending and strengthen brand identity. Moreover, high costs associated with purchasing and maintaining robots, combined with a lack of local technical support, pose a barrier to widespread implementation,” he said.
ALSO READ: Shenzhen hosts AI sanitation robot contest to boost real-world application
The executive suggested that a robot leasing model could be promoted to reduce initial financial burdens. Fostering industry cooperation to establish a shared technical workforce can ensure long-term maintenance and operational stability, he added.
He also advised setting up a comprehensive evaluation system that includes indicators like customer satisfaction and additional spending to provide a stronger basis for decision-making.
Xie Yunpeng, vice-president of robot firm Yunji Technology, said he believes the key to promoting the development of smart hotels lies in building a “living” service ecosystem.
“Specifically, this ecosystem is defined by three core features: making services ‘invisible’ through thoughtful, proactive support that requires no request from guests; connecting systems ‘interactively’ via a unified ‘smart brain’ to enable seamless collaboration across devices and departments; and creating ‘memorable’ experiences by remembering guests’ preferences to build emotional bonds between hotels and visitors,” he said.
Contact the writer at sally@chinadailyhk.com
