Aloft Hotels Introduce Robotic Butlers, Bringing in Better or Worse Customer Experience?

The Aloft Hotel is testing a robotic butler concept in the Cupertino, California location. The chain has no intention to replace any service staff at this point and is planning to bring more "botlers" (robotic butlers) to other Aloft Hotel if the concept proves to be successful.

In general, I believe technology can enhance customer service, but at the same time, technology may also minimize the real human interactions among customers and staff. So, is it a good thing when hotels use machines to serve people? Do customers have a saying on how they will be served (by a real human or by a robot)?

With those thoughts in mind, I wrote two articles on MultiBriefs.com. I believe machine serving people has become a reality, but at the same time, there will be a variety of options (brands) in the future to meet different needs from customers. Customers will be able to choose a hotel that uses machines or uses real human being for customer service.

In your opinions, to which direction will technology take us? Will technology help businesses provide better or worse customer service in the future?

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Linchi Kwok, Ph.D.

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