As artificial intelligence continues to evolve from a novelty to a necessity, the hospitality industry stands at a pivotal moment. No longer a distant concept, AI is now a daily operational force in hotels of all sizes—from global chains to boutique independents. But with adoption accelerating, a more complex question has come to the forefront: Where should automation end and the human experience begin? AI in Hospitality

HiJiffy’s latest white paper, “Where’s the Line?”, explores this very tension. Grounded in fresh survey data, firsthand insights from over 16 million guest messages, and perspectives from leading hotel technology experts, the report offers a comprehensive look at how AI is currently reshaping hotel operations—and what responsible adoption looks like. Rather than focusing solely on efficiency, it emphasizes balance: leveraging automation where it adds the most value while preserving the human moments that define hospitality.

In an industry built on connection, this white paper challenges hoteliers to rethink how they deploy technology—not to replace people, but to empower them.

From major chains to independent hotels, HiJiffy’s latest survey shows that AI is no longer a future trend, it’s a present-day reality. But as automation becomes more deeply embedded in hotel operations, a more nuanced question is emerging: where is the line?

That very question is the starting point of HiJiffy’s latest white paper exploring how AI is reshaping hospitality and how to strike the right balance between technological efficiency and human touch.

Drawing on survey responses from hospitality professionals, first-party data from the analysis of 16 million guest messages, and insights from hotel tech experts, this publication explores how AI is used today and what it may be used for tomorrow.

Over 26% of hoteliers say answering repetitive guest questions is one of the most tedious parts of their job

The findings also reveal that 86% of hotel professionals say AI automation has helped them save time, especially by reducing the load of repetitive tasks like handling FAQs, performing routine admin and managing post-booking communication.

But where’s the limit for AI in Hospitality?

The report doesn’t just highlight the benefits; it explores the boundaries too. When asked which tasks they believe should remain firmly human-led, hoteliers pointed to special requests, arrival/departure interactions, and personal interactions.

“Hoteliers are no longer asking whether automation belongs in their world, they’re asking how to use it wisely, where to draw the line, and how to protect what matters most: human connection,” explains Tiago Araújo, CEO at HiJiffy. “This white paper is our contribution to that reflection. You’ll find insights from hotel staff already using AI, expert commentary, brand stories, and data from nearly 16 million guest messages collected over the past year.”

Rooted in real-world experience and multiple perspectives, “Where’s the Line?” is designed to be a conversation starter. It concludes with a practical AI Readiness Checklist to help hoteliers evaluate their current strategies and ensure their approach to automation supports, rather than replaces, authentic guest care.

HiJiffy’s white paper offers a timely reflection for an industry in transition: how to use AI not to replace people, but to empower them.

Conclusion about AI in Hospitality

The real question for hospitality isn’t whether AI should be used—it’s how deliberately it’s integrated. As this white paper makes clear, the challenge isn’t technological; it’s strategic. Automating repetitive tasks is no longer revolutionary—it’s expected. But preserving the emotional intelligence of hospitality in an age of machine intelligence? That’s the competitive edge.

AI adoption in hotels must move beyond cost-saving logic and embrace experience-centric design. The most successful hoteliers won’t be those who automate the most, but those who automate intentionally—freeing staff to engage more meaningfully, not less. The future belongs to brands that understand that true guest satisfaction doesn’t come from faster replies alone, but from authentic moments, enabled—not eclipsed—by technology.

This isn’t just a tech transformation—it’s a cultural one. And like any cultural shift, it demands leadership, reflection, and an unwavering commitment to the core value of hospitality: making people feel welcome, understood, and valued. AI can be a powerful partner in that mission—but only if we remain clear on what must never be automated: the human touch.

About HiJiffy

Founded in 2016, HiJiffy enhances hotel guest communication through its AI-powered Guest Communication Hub, driving direct bookings and operational efficiency. Recognized by UNWTO and Hotel Tech Report for innovation and support, HiJiffy’s proprietary AI, Aplysia, delivers human-like interactions in 130+ languages. As of 2025, it’s used by over 2,300 hotels in 60+ countries.