Hotels are accelerating the adoption of smart technologies and robotic services, but many guests are finding the pace of change difficult to navigate. According to the 2025 Hotel Room Innsights survey by Hotels.com, tech-enhanced rooms are becoming more common globally, yet frequent guest confusion around basic functions such as lighting, air conditioning, and entertainment systems is prompting concerns about usability.
The annual survey, which compiled responses from over 450 hotels worldwide, shows that while properties are heavily investing in automation and digital innovation—from AI concierges to robot butlers—many guests are struggling to adapt to the increasingly complex technology found in modern hotel rooms. As one response to this issue, more than half of the surveyed hotels (52%) now offer a verbal walkthrough at check-in to explain how to use smart features, highlighting the continuing need for human support alongside high-tech solutions.
The survey found that 56% of hotel operators feel pressure to continually upgrade their offerings to meet evolving guest expectations. These upgrades range from AI-powered concierge systems and voice-activated controls to robotic room service and facial recognition check-in. However, despite the rapid adoption of such innovations, hotels are encountering a consistent pattern of guest frustration when interacting with these systems. Lighting controls, smart TVs, in-room climate systems, and Wi-Fi setup are among the most common sources of confusion.
A growing number of hotels are focusing their investments on what the report identifies as “ComfortTech”—practical upgrades intended to enhance comfort and usability, such as customizable lighting, smart fans, and entertainment systems integrated with streaming platforms. These technologies are viewed as a middle ground between functionality and innovation, especially in contrast to more experimental tools like robotic breakfast servers or lobby-based automation, some of which have already been removed due to low adoption or guest dissatisfaction.
Bathrooms, in particular, have become a focal point for smart upgrades. The report notes a trend toward outfitting hotel bathrooms with digital water temperature controls, motion-sensor faucets, smart mirrors displaying news and weather, color-changing showerheads that monitor water usage, and even voice-activated baths. Some hotels are also investing in accessibility-focused enhancements, such as adjustable bathtubs designed for wheelchair users.
Despite the breadth of new technologies being introduced, human interaction remains central to the hotel experience. Seventy percent of hotels reported that their guests still prefer face-to-face communication, especially during check-in and for service-related issues. As hotels increase their reliance on automation, maintaining effective and accessible guest support is becoming an essential part of the transition to smarter rooms.
Looking ahead, hotels are exploring a broad range of advanced technologies to further personalize and streamline the guest experience. These include AI-driven systems for predictive personalization, sleep-monitoring devices, biometric room access, and robotic housekeeping. AI is also being used behind the scenes, with Hotels.com upgrading its own platform through automated price alerts and AI-powered search tools designed to simplify the booking process.
A number of properties are already offering a glimpse into what fully automated stays may look like. FlyZoo Hotel in China, developed by Alibaba, incorporates facial recognition check-in, robotic room service, and AI voice assistants. Hotel EMC2 in Chicago combines art and science with robotic room delivery and integrated voice controls. The Grand Hyatt Jeju in South Korea features a suite of smart technologies including robot butlers and interactive mirrors. CitizenM New York Bowery offers tablet-controlled rooms designed for business travelers, while Pullman Singapore Orchard has introduced “transforming rooms” with QR-code enabled customization. In Oslo, The Thief blends design and tech, offering mirror-integrated TVs and facial recognition for VIP check-ins.
The Hotel Room Innsights report reflects an industry attempting to balance innovation with accessibility. While the integration of robotics and smart technologies is reshaping the guest experience, the continued reliance on verbal walkthroughs and the reported preference for human service suggest that the hospitality sector is still calibrating how much technology guests are truly ready to manage on their own.
