2025, Vol. 8, Issue 2

The luxury hotel industry, worldwide, now relies heavily on Artificial Intelligence (AI) to enhance operational efficiencies, increase guest satisfaction, and deliver more individualized service to guests. With an increased reliance on online reviews to influence consumer decision-making, and with luxury hotel brands competing across borders for the loyalty of travelers, it is crucial to investigate how AI driven service impacts the way consumers evaluate their experiences at luxury hotels. The purpose of this research was to investigate the relationship between the use of AI driven service and guest ratings at luxury hotels through a secondary comparative analysis of luxury hotels that utilize AI based services such as chatbots, robots, keyless entry systems and automated room controls compared to those that rely on traditional service delivery models. Data used in this research included data collected from various online travel agencies (OTAs), hotel websites, annual reports and existing academic and practitioner literatures. Review mining and comparative interpretation methodologies were used to identify insights about how guests perceive the use of AI based services, and to compare guest sentiments about their experiences with AI based services and how their ratings may be impacted by the use of these services. Findings from this research indicated that hotels utilizing AI experienced significantly better ratings than non-AI hotels with respect to the convenience of check-in, guest responsiveness, cleanliness, and overall guest experience. Although guest experiences are largely favorable when AI based technologies are utilized, guest concerns regarding their privacy, malfunctions of technology, and perceiving a reduced amount of human interaction were also identified in the guest narratives of this research.