Hotel robots: when entertainment functions outperform information

Hotels are increasingly deploying social humanoid robots, but it is not yet clear what these robots are best at. Should hotels position robots as efficient information providers, or as entertainment that draws guests in? This study compares both functions through real guest behavior, looking at how engagement actually unfolds in the lobby and other public areas.

How the research was done

The research used detailed video analysis of real guest interactions with social humanoid robots in hotel environments. Two deployment phases were compared: one positioning the robot as an information provider, the other as an entertainment source. The analysis examined engagement length, interaction patterns, non-verbal communication, facial expressions, and group dynamics across the two phases.

What the research found

Information-providing interactions tended to be brief and task-oriented, with minimal physical engagement and neutral facial expressions from guests. Entertainment-focused interactions generated noticeably longer engagement periods and substantially more non-verbal communication, including expressive facial reactions and physical engagement. Entertainment functions also encouraged group-based interactions among guests, suggesting a social amplification effect: people tend to gather around entertaining robots and bring others in to share the experience.

Insights for the industry

Hospitality managers should think carefully about why they are deploying a robot before deciding what role to assign it. Information delivery is functionally fine but creates limited engagement; an information kiosk or app may serve the same purpose with less investment. Entertainment-focused robots, on the other hand, deliver longer engagement, richer guest experiences, and word-of-mouth as guests pull others into the interaction. For hotels investing in service robotics, an entertainment-led positioning generates more value per deployment, particularly in lobby or public-area placement where social amplification can occur. The lesson is that aligning robot functionality with what actually draws guest attention matters more than the robot's technical sophistication.