French Hotel Guests Prefer Human Touch Over AI, According to Ipsos.Digital Survey for Mews
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.
Guest Preferences: Human Service Remains Dominant
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.
Technology’s Proper Role in Hospitality
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.
Market Context
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.
Key Points
- Survey Organization: Ipsos.Digital survey commissioned by Mews
- Location/Market: France; French hotel guests
- Publication Date: 23 December 2025; Paris
- Key Statistics:
- 77% of French hotel guests prefer services handled by humans rather than AI
- 74% favor a hybrid model combining personal interaction with self-service options
- Similar proportion view fully automated hotels negatively as cold and impersonal
- Core Finding: French travelers prefer technology that enhances human interaction without replacing it
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