GenAI in Hospitality Sector Study 2026 - LNU - Group 04

This study explores how consumers experience generative AI in the hospitality sector. The main research question examines how these experiences affect trust and simultaneously identifies the key factors influencing consumer perceptions.

A qualitative research design was applied, based on 12 semi-structured interviews with participants who had prior experience using AI tools in hospitality contexts. This included experiences such as travel planning, hotel booking, and in-service interactions. This approach ensured researchers could gain an in-depth understanding of how consumers perceive and evaluate AI-supported services.

The findings show that trust in Gen AI is mostly dynamic and experience-based. Initially, trust is formed through how efficiently and conveniently the AI is perceived to be, and the AI's ability to reduce information overload. However, trust decreases when users encounter inaccurate, outdated, or overly generic information, or when AI fails to capture the emotional and human aspects of hospitality experiences. Overall, the results indicate the emergence of a hybrid trust model, in which consumers rely on efficiency and initial decision-making, but continue to rely on human interaction and traditional information sources to double-check. This suggests that while Gen AI plays a crucial supporting role, it has yet to replace the need for human-centred service in hospitality.