The Digitalization of Tourism: Why AI Can’t Replace Human Hospitality

Published on January 1, 2026

The promise was simple: seamless bookings, instant support, and personalised “experiences” delivered via a high-tech interface. However, as we step into 2026, the global tourism industry is facing a harsh reckoning. The aggressive digitalisation of travel—once hailed as the ultimate convenience—is increasingly being criticised for transforming dream vacations into bureaucratic nightmares.

According to a recent report by El País, the sector is mirroring the path taken by banks a decade ago. While efficiency is up, the “soul” of hospitality is being lost in a sea of broken links, unhelpful bots, and algorithmic mismanagement.

The Nightmare at the End of the App

Consider the story of Manuel Fidalgo, a traveler whose experience serves as a cautionary tale for the digital age. After booking through a world-famous accommodation platform for a family trip to Manchester, Fidalgo found himself stranded in the early hours of the morning. The digital address provided for the key pickup was wrong, the surrounding shops were shuttered, and the “human” help he had requested weeks in advance never materialized.

“The promised experience was the worst possible one,” Fidalgo shared. This sentiment captures the growing frustration of travellers who find that when things go wrong, the “digital agent” is nowhere to be seen. In the pursuit of lowering costs and reducing human error, companies have inadvertently removed the safety net of human empathy.

Dehumanization: From Lobby to Laundry

It isn’t just the customers who are feeling the cold touch of technology. Brana Jianu, a researcher at Surrey University, warns of a “seismic” change in how hotels operate. Today, algorithms—not seasoned managers—are often responsible for scheduling shifts and assigning tasks. This shift risks alienating the very staff who are supposed to make guests feel welcome.

When workers are treated as data points in an optimization software, their ability to provide “hospitality” vanishes. Jianu argues that for digitalization to succeed, managers must transition from being “controllers” to “coaches,” ensuring that staff remains at the center of the activity.

The Generational Divide in Tech Adoption

Interestingly, the receptivity to this digital shift isn’t uniform. Industry experts, such as Xabi Zabala of the HBX Group, note that younger generations are far more likely to embrace robotic receptionists and AI-voiced assistants. However, even within this tech-native demographic, there are gaps. Research from Penn State University suggests that while robots can be programmed with human-like voices and names, users still experience a lingering sense of distrust, particularly when the technology appears “uncanny” or biased.

The Promise of “Democratized” Travel

Despite the friction, the industry isn’t hitting the brakes. Instead, it is pivoting toward even more advanced immersive technologies. Institutions like the Nara Institute of Science and Technology (NAIST) are developing “personalized reality”—a blend of virtual and physical worlds that allows travelers to “test-drive” a destination before booking.

Proponents argue that this will “democratize” travel, allowing people who cannot physically visit remote or expensive locations to experience them virtually. In this view, technology isn’t meant to replace the physical trip but to act as a tool for inspiration—much like social media or television did in previous decades.

Finding the Balance: High Tech meets High Touch

The consensus among tourism experts is shifting: Digitalization should free up employees, not displace them. By automating repetitive administrative tasks, hotel teams should, in theory, have more time to focus on the guest. The “human contact” factor is becoming a premium luxury—a differentiating feature that sets high-end brands apart from budget, bot-driven alternatives.

As we move forward, the challenge for the tourism industry will be to ensure that the “experience” promised by the app is actually delivered on the ground. Until an algorithm can offer a sympathetic ear to a stranded family or navigate the nuance of a local emergency, the human touch remains the most essential “technology” in travel.