Are French Hoteliers Ready To Put Their Trust in Technology and AI?
A new Ipsos.Digital study commissioned by Mews reveals that French hotel guests maintain strong preferences for human-centered service delivery, despite openness to technological innovation. The survey indicates French travelers want technology to enhance rather than replace personal interaction in hospitality settings.
The Ipsos.Digital survey found that 77% of French hotel guests prefer services handled by a human rather than AI. Additionally, 74% of respondents favor a hybrid model that combines personal interaction with self-service options. A similar proportion of French travelers view fully automated hotels negatively, characterizing them as cold and impersonal.
While French guests express skepticism about complete automation, the survey demonstrates they recognize value in technology when deployed strategically. The data indicates guests appreciate autonomy in certain service areas, suggesting technology should be positioned as a tool to free up human staff time rather than eliminate human roles entirely.
The study underscores a critical insight for hoteliers: French travelers distinguish between technology adoption that complements hospitality services and implementations that prioritize cost reduction over guest experience. The preference for hybrid models suggests guests are comfortable with self-service options for specific transactions while maintaining access to human staff for complex or personalized needs.
This research was conducted by Ipsos.Digital on behalf of Mews, indicating growing industry focus on understanding how European markets—specifically France—are responding to automation and AI integration in hotel operations.
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