From major chains to independent hotels, HiJiffy’s latest survey reveals that AI is no longer a future trend, it’s a present-day reality.
But as automation becomes more deeply embedded in hotel operations, a more nuanced question is emerging: where is the line?
That very question is the starting point of HiJiffy’s latest white paper exploring how AI is reshaping hospitality and how to strike the right balance between technological efficiency and human touch.
Drawing on survey responses from hospitality professionals, first-party data from the analysis of 16 million guest messages, and insights from hotel tech experts, including Mews, Oaky and Bookline, the publication explores how AI is used today and what it may be used for tomorrow.
More than 26% of hoteliers say answering repetitive guest questions is one of the most tedious parts of their job
The findings also reveal that 86% of hotel professionals say AI automation has helped them save time, especially by reducing the load of repetitive tasks like handling FAQs, performing routine admin and managing post-booking communication.
The report doesn’t just highlight the benefits; it explores the boundaries too. When asked which tasks they believe should remain firmly human-led, hoteliers pointed to special requests, arrival/departure interactions, and personal interactions.
“Hoteliers are no longer asking whether automation belongs in their world, they’re asking how to use it wisely, where to draw the line, and how to protect what matters most: human connection,” explains Tiago Araújo, CEO at HiJiffy.
“This White Paper is our contribution to that reflection. You’ll find insights from hotel staff already using AI, expert commentary, brand stories, and data from nearly 16 million guest messages collected over the past year.”
Rooted in real-world experience and multiple perspectives, “Where’s the Line?” is designed to be a conversation starter. It concludes with a practical AI Readiness Checklist to help hoteliers evaluate their current strategies and ensure their approach to automation supports, rather than replaces, authentic guest care.
