Front Desk Agents Are Here to Stay

While we're all focussed on AI, automation and renewal - goodness knows we are at HospitalitAI -, a recent Deloitte travel study recently revealed a surprise: when it comes to check-in (and handling issues during a stay), travelers’ preferences have actually shifted back toward wanting human support over fully digital solutions. This is despite years of industry push toward contactless tech and self-service everything. In an era of AI kiosks and mobile apps, the front desk agent’s warm welcome is clearly still a key part of the guest experience.

A post‑COVID Contactless Tech Boom

The pandemic accelerated digitization in hotels like never before. From mobile check-ins to QR-code menus, contactless technology became the norm for safety and convenience. Guests got used to unlocking rooms with their phones and chatting with chatbot concierges. In fact, 73% of travellers say they’re more likely to stay in a hotel offering self-service tech to minimize contact, and a Deloitte study found 60% are more likely to choose hotels with contactless check-in. These trends make sense, after COVID-19, many guests appreciate skipping the front desk line and reducing physical touch points.

Hotels responded by rolling out apps that let you check in on the way from the airport, and keyless entry that lets you go straight to your room. The result? Guest expectations have permanently shifted toward faster, smoother, and less hands-on service for routine processes.

But digital convenience is a double-edged sword. While travellers love the speed and safety of tech, it also raises the bar for hotels. With the basics automated, guests expect flawless execution and any hiccup (a glitchy app, a key that won’t scan) can frustrate them quickly. Rightfully so, our aim should be to get them to their room or bar as smoothly as possible. Post-pandemic guests want it all: the efficiency of technology and the reassurance that a real person is available when needed. The Deloitte study mentioned above underscores this balance; people embraced digital solutions for many travel tasks, yet check-in remains a moment where anxiety or complexity leads them to prefer a human touch.

Why the Human Touch Still Matters

Automation and AI are great for efficiency, but ask any seasoned traveler and they’ll tell you: not all hospitality should be automated. Many guests still want meaningful human interaction during their stay, especially during high-stakes moments like arrival, problem resolution, and personalisation of service, which is especially true in the Luxury segment.

Why? Travel can be emotional. After a long flight, a guest might feel weary or anxious. A friendly front desk agent who chats about the local weather or swiftly fixes a booking error can turn that mood around in a way an app cannot. We all know how frustrating it can. be to have a problem that the AI cannot solve, but being unable to contact human support. Deloitte’s research confirms this: even as travellers got more comfortable with digital tools from 2019 to 2023, check-in and issue resolution saw an increased preference for human help. It appears that when something matters – getting settled in, or solving a problem with your room – people trust people more than machines.

This dynamic is also one big advantage traditional hotels hold over short-term rentals like Airbnbs. Rentals might offer unique spaces or kitchenettes, but often lack in-person service. You might never meet a host in person. Hotels, on the other hand, have staff on duty to greet you, help you, and even just chat. Many travellers value this human connection as part of the hospitality experience, which keeps them coming back to hotels when they want to feel looked after. A hotel can feel welcoming, while an unmanned rental can feel a bit isolating. As one industry reflection put it, “digital innovations are here to stay, but the human touch will always remain at the forefront of the hospitality industry,” because forging genuine relationships is key to guest loyalty. Ultimately, AI can assist, but humans build trust. Guests tend to remember the people who made their stay special far more than they remember how cool the lobby kiosk was.

The Evolving Front Desk Role

Given these changing expectations, front desk agents are evolving from transactional clerks into experience curators and problem solvers. In the past, the job was about processing check-ins, taking details and payments, handing out keys, all largely administrative tasks. Many of those functions are now automated or streamlined by technology. So what are front desk staff doing now?

• Personalising the guest welcome: Rather than a standard and long ID check, they might already know a guest’s preferences from the CRM system. A great agent might say, “Welcome back, we’ve placed you on a high floor away from the elevator as you requested last time,” instantly increasing guest satisfaction.

• Anticipating needs and solving issues proactively: With fewer people needed behind the counter shuffling paperwork, agents can roam the lobby, observe and approach guests who seem confused or in need. If a guest looks lost, a staff member can offer help before being asked.

• Being local experts and concierge-like advisors: Many front desk agents now double as local advisors. They can be trained to give great restaurant recommendations, arrange last-minute tours, or share a personal anecdote about the city. This kind of experience-focused service goes beyond what a standard concierge desk or guidebook might do, because it’s tailored in the moment to the guest’s interests.

• Providing emotional reassurance: Perhaps most importantly, front-line staff serve as the emotional intelligence in a high-tech environment. They read tone and body language. They know when a joking approach will cheer someone up, or when a sincere apology is needed to diffuse a complaint. These are skills no app can replicate, but are crucial for guest satisfaction and review scores.

  
  

The hospitality industry is recognising this shift. Some hotels have even rebranded the front desk role with titles like “Guest Experience Expert” or “Lobby Ambassador,” reflecting broader responsibilities. Marriott, for example, describes its front office staff as the “face of the hotel,” charged with engaging and inspiring guests throughout their stay. This evolution requires new skills; empathy, local knowledge, tech savvy to work alongside apps, and hotels are investing in training to meet those needs.

Balancing Tech and Humanity in Other Roles

Front desk agents aren’t the only ones experiencing this tech evolution.

• Bartenders vs. Robot Bartenders: Some innovative hotels and cruise ships have introduced robotic bartenders – shiny machines that can shake up cocktails with precision. These robots are great at making drinks consistently and quickly. They can work 24/7 without a break, which sounds like a dream during the busy lobby bar rush. However, even where hotels deploy these gimmicks, they haven’t fired all the human bartenders. Why? Because the best bartenders do more than pour drinks – they swap travel stories with you, remember your favourite cocktail, introduce you to other guests, and create a social vibe. Industry insiders acknowledge that robots are useful for efficiency, but humans are kept on for the actual customer interaction and oversight.

• Housekeeping and Service Robots: Housekeeping is a tough job to automate completely, but we do see opportunity here. Robotic vacuum cleaners now roam some hotel hallways and lobbies at night, quietly cleaning the floors. Some hotels even use robotic runners to deliver items like towels, toiletries, or room service orders to guest rooms. This reduces the number of simple delivery trips staff need to make. But again, this doesn’t mean housekeepers are obsolete. Instead, it frees up human housekeepers to focus on the detailed, high-touch aspects of their work: making sure a room is perfectly welcoming, with a personal note or an extra amenity, or doing those deep cleans and inspections that ensure quality.

  
  

Even roles like restaurant servers, bellhops, and concierges are seeing similar augmentation. Hotels might use QR codes for menu ordering in the restaurant, automated luggage carts, or AI trip-planning tools, but the essence of hospitality in each service still comes down to human staff making a connection. A bellhop might use a smart trolley, but it’s their personal greeting and friendly chat that welcomes you. A concierge might use an AI-powered database to find info quickly, but it’s their curated recommendations and the sense of trust they build that guests value.

Investing in Tech and People

As hotels become more digital, front-line roles are indeed being redefined, but not eliminated. The industry consensus is that robots and AI will assist hotel staff, not replace them. Pretty much all major hospitality brands foresee a blended future where humans and technology work hand in hand to deliver great service. “The future of hospitality looks like one where humans and robots work side by side, each playing to their strengths,” as one report put it. The reason is simple: the core of hospitality is hospitality itself. The warmth, care, and personalised attention that only people can provide. As that same report emphasised, “The essence of hospitality lies in the warmth and personal connection that only humans can provide… personal interactions are critical for creating memorable experiences”. No matter how slick your app or how cute your lobby robot, a hotel stay ultimately succeeds or fails based on how the guests feel, and feeling genuinely welcome is a uniquely human gift.

For hotel companies, this means the path forward is investing in both technology and their people. Cutting-edge systems alone won’t lead to loyal guests; you need skilled, motivated staff who use those systems to deliver even better service. Likewise, even the friendliest staff need modern tools to meet modern guest expectations. Hotels are recognising that tech investments should go hand-in-hand with training programs and hiring for soft skills. A Deloitte study noted that hotel leaders are not aiming to drastically cut headcount with automation, but are keen on retraining staff to maximise the benefits of new tech. It’s about creating new roles and opportunities: a front desk agent might become a “guest experience manager” armed with guest data on a tablet, or a housekeeping supervisor might learn to program and oversee a fleet of cleaning robots. These are enhancements to hospitality jobs, not the end of them.

Ultimately, front-line hospitality roles are here to stay. They’re just evolving to be richer and more guest-centric than ever. Front desk agents, bartenders, concierges, housekeepers: they’re all still indispensable, but their day-to-day now involves fewer repetitive tasks and more guest engagement. The human touch and the high-tech touch will co-exist, each enhancing the other.