The Role of Self-Service Technologies in the New Normal of Hospitality Service Encounters

Self-service technologies (SSTs) have been increasingly adopted in service industries due to constant technology advancements and the prevalence of smart devices. In contrast to the use of SSTs in other service sectors, the integration of these technologies in the hospitality industry was initially constrained. However, the sudden outbreak of COVID-19 significantly altered consumers’ engagement with and expectations of hospitality services, and “high-tech, low-touch” is anticipated to be the new norm for hospitality services. Accordingly, using the Hospitality Guest Cycle as a theoretical foundation, this chapter qualitatively investigated the use of SSTs in hospitality services prior to and after the COVID-19 pandemic via document analysis. By analysing prior empirical studies and current operational examples, it was determined that initially SSTs were utilised primarily at the pre-arrival stage and occasionally at the arrival stage, whereas consumers preferred traditional human services during their accommodation stay. The factors for the low technology adoption were examined from the supply and demand perspectives. In addition, since the outbreak of COVID-19, customers’ concerns about their personal health have increased substantially, as has their desire for contactless services. Consequently, more recently the use of SSTs has increased across all phases of the Hospitality Guest Cycle. This growth is expected to continue due to consumers’ ongoing health concerns, constant technology progress, and various pre-existing operational issues, such as understaffing. Finally, future research directions on the adoption of innovative service technologies were proposed.