A COMPARATIVE STUDY OF HUMAN AND ARTIFICIAL INTELLIGENCE IN ENHANCING HOTEL ACCOMMODATION SERVICES

Abstract

This research study aims to explore the evolving landscape of human versus artificial intelligence in Hotel Sogo Fairview, Quezon City, by identifying their unique differences and gaining a deeper understanding of their respective strengths and weaknesses. The study seeks to benefit hotel guests by enhancing their overall satisfaction and assist hotels in Fairview, Quezon City, in improving the quality of their services. This research employed a quantitative design using statistical tools to gather data on guest experiences with both AI- and human-provided services at Hotel Sogo Fairview. A prospective cohort of 50 individuals was surveyed, achieving a 100% response rate, comprising 23 males (46%) and 27 females (54%). The research revealed that most guest respondents preferred human staff over AI. While guests appreciated the convenience of AI features such as room assistants and chatbots, a clear preference for human service remained largely due to the superior emotional intelligence and contextual understanding offered by human staff. As a result, hotels are encouraged to retain human personnel while continuing to enhance and integrate AI technologies. Additionally, providing a clear non-AI service option is recommended for guests who prefer traditional interactions. A hybrid approach that combines both AI and human services is recommended to accommodate guests’ varying levels of comfort with technology. Technical issues with AI, such as slow response times and system glitches negatively affect guest satisfaction, underscoring the need for reliable and well-maintained systems. While guests are generally willing to trust hotels with their data, transparency regarding its use is essential. Additionally, the lack of staff knowledge about AI systems emerged as a concern, highlighting the need for comprehensive training. Overall, a balanced integration of AI and human services along with addressing technical and training challenges is crucial to improving the guest experience.