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2026
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| Online Access: | https://doi.org/10.5281/zenodo.19164251 |
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| _version_ | 1866901569224572928 |
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| author | Munos, Laurane Fourny, Baptiste Perlmutter, Simon Brevard, Arthur Schubert, Lynn |
| author_facet | Munos, Laurane Fourny, Baptiste Perlmutter, Simon Brevard, Arthur Schubert, Lynn |
| contents | <p dir="ltr">This report addresses the following research question: How does Generative AI influence customer decision-making during travel planning, and how does this technological shift reshape the perceived value of the human element in hospitality?</p> <p dir="ltr">Based on 12 face-to-face, semi-structured interviews conducted with young and digitally active consumers, the findings reveal a significant transformation in the early stages of the customer journey. GenAI is primarily used as a preliminary filtering and structuring tool, allowing users to reduce cognitive load and quickly navigate large amounts of fragmented information. Instead of manually comparing multiple platforms, participants rely on AI to generate a first structural overview of options, which enhances efficiency and simplifies decision-making.</p> <p dir="ltr">However, the study also highlights a clear limitation in trust toward AI systems. While GenAI is perceived as useful for exploration and idea generation, users consistently avoid relying on it for final decisions. Participants frequently report issues with algorithmic genericization, outdated information such as pricing, lack of precision or overly generic recommendations. As a result, they systematically verify AI-generated suggestions through traditional sources such as official websites, Google Maps, or social media before making bookings.</p> <p dir="ltr">Finally, the findings reveal a paradoxical impact on the human element in hospitality. On one hand, GenAI reduces human interaction during the planning phase, replacing conversations with friends, family, or service providers. On the other hand, this reduction increases the importance of authentic human interaction during the actual service experience. Participants strongly emphasized that while technology enhances efficiency, the “human touch” remains essential and irreplaceable in delivering meaningful hospitality experiences.</p> <p dir="ltr">Overall, this study demonstrates that GenAI is reshaping the customer journey by acting as a powerful intermediary in the decision-making process. However, rather than replacing human value, it reinforces the importance of human interaction at key moments of the service experience.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19164251 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | GenAI in Hospitality Sector Study 2026 - LNU - Group 03 Munos, Laurane Fourny, Baptiste Perlmutter, Simon Brevard, Arthur Schubert, Lynn <p dir="ltr">This report addresses the following research question: How does Generative AI influence customer decision-making during travel planning, and how does this technological shift reshape the perceived value of the human element in hospitality?</p> <p dir="ltr">Based on 12 face-to-face, semi-structured interviews conducted with young and digitally active consumers, the findings reveal a significant transformation in the early stages of the customer journey. GenAI is primarily used as a preliminary filtering and structuring tool, allowing users to reduce cognitive load and quickly navigate large amounts of fragmented information. Instead of manually comparing multiple platforms, participants rely on AI to generate a first structural overview of options, which enhances efficiency and simplifies decision-making.</p> <p dir="ltr">However, the study also highlights a clear limitation in trust toward AI systems. While GenAI is perceived as useful for exploration and idea generation, users consistently avoid relying on it for final decisions. Participants frequently report issues with algorithmic genericization, outdated information such as pricing, lack of precision or overly generic recommendations. As a result, they systematically verify AI-generated suggestions through traditional sources such as official websites, Google Maps, or social media before making bookings.</p> <p dir="ltr">Finally, the findings reveal a paradoxical impact on the human element in hospitality. On one hand, GenAI reduces human interaction during the planning phase, replacing conversations with friends, family, or service providers. On the other hand, this reduction increases the importance of authentic human interaction during the actual service experience. Participants strongly emphasized that while technology enhances efficiency, the “human touch” remains essential and irreplaceable in delivering meaningful hospitality experiences.</p> <p dir="ltr">Overall, this study demonstrates that GenAI is reshaping the customer journey by acting as a powerful intermediary in the decision-making process. However, rather than replacing human value, it reinforces the importance of human interaction at key moments of the service experience.</p> |
| title | GenAI in Hospitality Sector Study 2026 - LNU - Group 03 |
| url | https://doi.org/10.5281/zenodo.19164251 |