“Employees who had more actual engagement with robotic technology in their daily jobs had higher fears that it would make human workers obsolete.”
Embracing new technology is obviously key to success in the new travel and wellness travel era. But a recent study highlights the importance of also showing appreciation for your human staff.
The study, from Washington State University’s Carlson School of Business, found that the use of robots to close labor gaps in the hospitality industry may backfire and cause more human workers to quit.
The study involved more than 620 lodging and food service employees and found that “robot-phobia” – defined as “the fear that robots and technology will take human jobs” – increased job insecurity and stress, leading to greater intentions to quit.
Lest we think the findings are driven by the fear of the unknown and a lack of real-world understanding, the fears did not decrease with familiarity: the impact was more pronounced in employees who had real experience working with robotic technology, according to WSU, and affected both managers and frontline workers. Moreover, employees who viewed robots as more capable and efficient also ranked higher in turnover intention.
“Employees who had more actual engagement with robotic technology in their daily jobs had higher fears that it would make human workers obsolete.”
The authors state that this is an issue that companies should take seriously. “The findings seem to be consistent across sectors and across both frontline employees and managers. For everyone, regardless of their position or sector, robot-phobia has a real impact,” lead author Bamboo Chen, said in a statement.
As we well know, the turnover rate in hospitality ranks among the highest of any industry, and the situation has worsened since the COVID pandemic, when workers, feeling unappreciated and abandoned by their employers, left the sector entirely to pursue other careers. Many hotels and spas are struggling to find enough employees and are turning to robotic technology to fill the gap.
Technology is amazing
This is a good thing for the industry as a whole. Robotic tech can reduce labor costs, increase revenue, and please guests who prefer less human interaction. It can also create lower cost massage options for guests.
The Aescape robotic massage at the ila Only Spa at the Lotte New York Palace hotel, for example, is priced at $75 for 30 minutes, while the 30-minute Back and Shoulder recovery massage with a human therapist is priced at $150. The Lotte New York Palace became the first to offer Aescape’s fully automated, customizable AI massage experience in July, 2024. Eric Litman, Escape’s CEO and Founder, told Bloomberg that he plans to ship 200 massage robots to hotels and gyms by the end of the year, including to at least 10 Equinox locations, “with a plan to further ramp up production in 2025.”
This is a positive development on many levels.
“Focus on how people and the technology can work together”
Because human touch remains important in the wellness world, employees can rest assured they’re not at actual risk of becoming obsolete any time soon. But, as we move into this hybrid territory of high tech and high touch, the new study highlights the importance of of continuing to show appreciation for our human employees.
Chen acknowledges that robots are a great way to supplement service staff while advising that we remain aware of a potential “negative feedback loop” that can make the hospitality labor shortage worse. Chen recommended that employers communicate both the benefits and the limitations of these technologies and emphasize the importance of the role human workers play.
“When you’re introducing a new technology, make sure not to focus just on how good or efficient it will be. Instead, focus on how people and the technology can work together,” he said.
Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.