At ITB, a colleague shared a striking forecast with me: within the next five years, hotels could operate with a ratio of one human worker for every five non-human workers. It might sound extreme at first, but considering that Amazon already runs on a 1:3 ratio, the idea begins to seem less like pure science fiction.
Still, one factor is often overlooked: the complete automation of manual tasks – especially those that are low-paid but require significant skill (think housekeeping or maintenance) – isn’t exactly just around the corner. Scaling up manual labor is infinitely more challenging (and costly) than replacing the more refined roles – like marketing, revenue management, sales, or consulting – with AI agents.
The more intriguing point, however, is this: the notion that humans always deliver a better experience than machines is largely a myth. A bored receptionist, an unenthusiastic waiter, or a concierge who seems reluctant to answer your questions can easily be less appealing than a capable autonomous service. While the classic “uncanny valley” theory suggests that the closer a robot mimics a human, the more unsettling it can be, in the hospitality industry we might very well see the opposite effect. We’re used to warm, engaging human interactions, and when faced with mechanical coldness, the gap between expectation and reality becomes especially jarring.
So yes, the 1:5 ratio makes sense. But the key isn’t about how many humans will remain in hotels—it’s about which ones.
Because AI won’t replace humanity; it will only phase out mediocre workers. And I sincerely hope I’m not one of them.
SIMONE PUORTO
