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Purpose: This paper presents a review of the current state and potential capabilities for application of robots, artificial intelligence and automated services (RAISA) in hotel companies.

Design/methodology/approach: A two-step approach was applied in this study. First, the authors make a theoretical overview of the robots, artificial intelligence and service automation (RAISA) in hotels. Second, the authors make a detailed overview of various case studies from global hotel practice.

Findings: The application of RAISA in hotel companies is examined in connection with the impact that technology has on guest experience during each of the five stages of the guest cycle: pre-arrival, arrival, stay, departure, assessment.

Research implications: Its implications can be searched with respect to future research. It deals with topics such as how different generations (guests and employees) perceive RAISA in the hotel industry and what is the attitude of guests in different categories of hotels (luxury and economy) towards the use of RAISA. It also shows what is the attitude of different types of tourists (holiday, business, health, cultural, etc.) and what kinds of robots (androids or machines) are more appropriate for different types of hotel operations.

Practical implications: The implications are related to the improvement of operations and operational management, marketing and sales, enhancement of customer experience and service innovation, training and management.

Originality/value: This book chapter complements and expands research on the role of RAISA in the hotel industry and makes some projections about the use of technologies in the future.

Purpose: The purpose of this chapter is to elaborate on the major conceptual and practical considerations of the use of robots, artificial intelligence and service automation (RAISA) in travel, tourism, and hospitality companies (TTH).

Design/methodology/approach: The chapter develops a conceptual framework of the major issues related to the use of RAISA in the travel, tourism and hospitality context.

Findings: The findings indicate that while there is a creeping incursion of RAISA into TTH, there are major concerns that the TTH industry has to consider in regard to automating TTH services.

Practical implications: In a practical sense, the chapter identifies the decisions that TTH industry professionals need to take when dealing with RAISA technologies. Furthermore, the chapter elaborates on the impacts RAISA have on business operations, marketing management, human resources and financial management of TTH companies. The TTH industry has to adjust its practices and communicate with its workforce in ways as not to increase Luddite tendencies and resistance among employees.

Social implications: The analysis shows that there is an upcoming era in which automation of services will be so advanced that wealthy countries may not need to import labour to make up with its own aging workforce, suggesting that RAISA and its further development has the potential for disrupting society and international relations.

Originality/value: This chapter provides a comprehensive review of the issues related to the use of RAISA in the TTH industry, including the drivers of RAISA adoption in tourism, advantages and disadvantages of RAISA technologies compared to human employees, decisions that managers need to take, and the impacts of RAISA on business processes. It shows how macroenvironmental pressures shape the microeconomic decisions to use RAISA in a TTH context.

Purpose: The goal of the chapter is to define customer attitudes towards robots in travel, tourism and hospitality (TTH) and to analyse their most significant characteristics.

Design/methodology/approach: The book chapter develops a conceptual framework of attitudes towards robots in travel, tourism and hospitality, based on critical analysis of relevant publications.

Findings: The chapter provides a definition and discussion of the characteristics of customer attitudes towards robots in TTH. It elaborates the structural elements of attitudes towards robots, and the links and interactions between the elements.

Research limitations: Research limitations stem from the small number of studies on customer attitudes towards robots in TTH.

Practical implications: The theoretical analysis can be used as a starting point for empirical studies of customer attitudes towards robots in travel, tourism and hospitality.

Social implication: Combined services, based on human employee-service robot collaboration, are the optimal decision for forming favourable customer attitudes towards robotisation and automation in tourism and hospitality. In that way clients’ needs of high technological convenience, interpersonal communication and socialisation are met simultaneously.

Originality/value: This research is among the few publications that study customer attitudes towards robots in travel, tourism and hospitality. The authors develop a matrix of users’ attitudes and behaviours when using robots in travel, tourism and hospitality.

This essay asks: How can we understand and theorise the impacts of robots and Artificial Intelligence (AI) on everyday life based on Radical Humanism? How can Lefebvre's ideas be used to reveal the ideological character of contemporary accounts of the impacts of robots and AI on society? It engages with rather unknown works of the Radical Humanist Henri Lefebvre on the sociology and philosophy of technology such as Vers le cybernanthrope (Towards the Cybernanthrope). Foundations of a Lefebvrian, dialectical, Radical Humanist approach to the sociology and philosophy of technology are presented. This essay introduces Lefebvre's notion of the cybernanthrope and sets it in relation to robots and AI in contemporary society. Based on Lefebvre's critique of the cybernanthrope, this chapter develops foundations of the ideology critique of robots and AI in digital capitalism. It discusses examples of technological deterministic and social constructivist thought in the context of robotics, AI, and cyborgs and argues for an alternative, Lefebvrian, dialectical approach. This essay situates Humanism in the context of computing, AI and robotics. The chapter advances a Lefebvrian Radical Humanism by engaging in analyses of AI and robots in Post-humanism, Transhumanism, techno-deterministic approaches, social construction of technology approaches, techno-optimism, techno-pessimism, acceleratonism, the mass unemployment hypothesis and Spike Jonze's movie Her. This chapter shows that the major lesson we can learn from the Radical Humanist sociology of technology and Henri Lefebvre's works on technology is that Radical Humanism helps creating and sustaining technologies for the many, not the few. This insight remains of high relevance in the age of digital capitalism, smart robots and AI.

Purpose: The purpose of this chapter is to review and critically evaluate robots, artificial intelligence and service automation (RAISA) applications in the restaurant industry to educate professors, graduate students, and industry professionals.

Design/methodology/approach: This chapter is a survey of applications of RAISA in restaurants. The chapter is based on the review of professional and peer-reviewed academic literature, and the industry insight section was prepared based on a 50-minute interview with Mr. Juan Higueros, Chief Operations Officer of Bear Robotics.

Findings: Various case studies presented in this chapter illustrate numerous possibilities for automation: from automating a specific function to complete automation of the front of the house (e.g., Eatsa) or back of the house (e.g., Spyce robotic kitchen). The restaurant industry has already adopted chatbots; voice-activated and biometric technologies; robots as hosts, food runners, chefs, and bartenders; tableside ordering; conveyors; and robotic food delivery.

Practical implications: The chapter presents professors and students with a detailed overview of RAISA in the restaurant industry that will be useful for educational and research purposes. Restaurant owners and managers may also benefit from reading this chapter as they will learn about the current state of technology and opportunities for RAISA implementation.

Originality/value: To the best of the authors’ knowledge, this chapter presents the first systematic and in-depth review of RAISA technologies in the restaurant industry.

This chapter aims to present the idea of leader robots (LRs) and proposes how LRs can step in to fill various manager positions. LRs are the robots that lead robots. Robotics engineers have already produced many robots for various applications such as in manufacturing, marketing, accounting even human resources in business management. We have witnessed many significant advancements in robotics and artificial intelligence research to achieve digital transformation. There are robots for various purposes of providing digital transformation toward Industry 5.0. Some post-modern organizations have already had robot employees and artificial intelligence applications. There are many studies on human–robot collaboration, robot development, and robot employee but limited research on LR. In this study, therefore, it is discussed the possibility of LRs that may be a key concept of Industry 5.0 in perspective digital transformation. Therefore, it is believed that this study will be one of the focuses of many upcoming organizational robotics research studies.

Unlike the historical robots, the contemporary and futuristic ‘working’ robots within organisations are capable of taking decisions without human intervention. This chapter reviews the technical evolution of robots across history with the necessary evolution of operational procedures regarding laws and ethical standards. The objective of this review is to have a futuristic holistic insight into the new generation of robots that are invading our working environment within organisations. Out of the very wide perspective of robotics research field, this chapter only discusses the ‘working’ robots (excluding domestic, social, and warfare robots) in organisations along with its ethical and legal associated issues. To achieve this objective, the recent ‘working robot’ definition and associated expected ethics and laws, termed in this chapter as ‘Ten Commandments’ would be necessary for the utilisation of robotics before releasing ‘intelligent’ robots in the workplace environment. The proposed ‘Ten Commandments’ can be utilised by robot manufacturer to embed ‘machine testimony’ to their products. Providing that such ‘robot ethics’ built as part of the algorithmic structure of robots, a useful innovation like robot–manager is also identified in the organisational environment which can have multiple benefits as discussed in this chapter.

Purpose: This chapter describes the design and implementation, at the computer hardware and software level, of the Greggg robot. Greggg is a scalable high performance, low cost hospitality robot constructed from off-the-shelf parts. Greggg has a robust architecture and acts as a tour guide on-campus, both indoors or outdoors. This research allows one to build a customized robot at a low cost, under U.S. $2,000, for accomplishing the desired hospitality tasks, and scale, and expand the capability of the robot as required.

Practical Implications: The practical implication of the research is the capability to build and program a robot for hospitality tasks. Greggg is a customizable robot capable of giving on-campus tours both indoors and outdoors. In its current architecture, Greggg can be trained to be a museum docent and give directions to visitors on-campus or at an airport and scaled up for other hospitality tasks using off-the-shelf components. Enhancing the robot by scaling it up and expanding it, in addition to testing it with a range of increasingly more difficult tasks using machine learning algorithms, is highly beneficial to advancing research on the use of robots in the hospitality sector. Greggg can also be used for Robot-as-a-service (Rass) applications.

Societal Implications: The economic implication of Greggg is the ease and low cost with which one, with minimal technology know-how, can construct an autonomous hospitality industry robot. This chapter details the hardware and software needed to build a low cost scalable and customizable autonomous robot for the hospitality industry without having to pay an exorbitant price.

Research/Limitations/Implications: This research allows one to build their own customized hospitality robot under U.S. $2,000. Given the cost of building the robot, it has limitations on the hospitality tasks it can perform. It can navigate on flat surfaces, has limited vision and speech processing capabilities and has a battery life not exceeding an hour. Furthermore, it does not have any robotic manipulators or tactile processing capabilities.

As the tourism industry continues to evolve and adapt to changing consumer demands, automated systems and artificial intelligence have gained significant attention. However, concerns related to ethical, social and environmental aspects have arisen alongside the benefits offered by these technologies. This chapter explores the emerging challenges surrounding the integration of robots and self-service technology in responsible and creative tourism.