The Automation Versus the Human Touch in the Boutique Hotels: Possible Limits

Abstract

As a leading economic sector in many countries around the world tourism industry is changing rapidly under the pressure of information and communication technologies spread in every activity into daily life and business. Almost unnoticed, technology and artificial intelligence have replaced humans in certain spheres. The question is whether their replacement is positive for the tourism supply or it is not even close. This is especially important for the boutique hotels offering innovative accommodation concept and personalized high-quality tourist product. The aim of the current study is to prove that boutique hotels need both automated processes and human touch and to outline the limits of the right balance how to emphasize that symbiose in order to benefit of greater loyalty and ongoing revenues.