My robot concierge: How ‘hybrid hospitality’ is reshaping travel

Tokyo is no stranger to themed cafes, and from the outside, Avatar Robot Café DAWN could easily be mistaken for another kitschy, ‘only-in-Japan’ experience. But once you step inside and sit down for a conversation with a robot being “piloted” remotely by a person from hundreds of miles away, the experience feels anything but gimmicky.

“Our mission is fundamentally based on the human side,” says Keiko Hamaguchi, public relations manager for Ory Laboratory, the company that owns and operates the cafe. “None of our robots can function without a human pilot—that is literally why they are called pilots.”

Billing itself as a “permanent experimental cafe,” DAWN—short for Diverse Avatar Working Network—allows people who can’t leave their homes or hospital beds due to physical or mental disabilities to work remotely by inhabiting avatar robots and interacting with guests.

Built around an emerging concept known as hybrid hospitality, where technology doesn’t replace human interaction but expands how and where it can happen, the cafe—which also launched a robot-guided tour this past fall, is staffed by a mix of humans, humanoid robots, and even a tele-barista brewing freshly pulled macchiatos in the back—blends physical and virtual service in ways that challenge traditional ideas of hospitality.

“The universally human element is the need for contact and interaction,” says Hamaguchi. “Whether it happens through a robot or in real life, the connection is what matters.”

Far from a one-off experiment, DAWN offers a glimpse of a broader shift unfolding across the travel industry right now, where technology and human connection increasingly operate side by side.

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Hybrid hospitality 

“Hybrid hospitality reflects the intersection of technology and human connection in travel experiences,” says Ben Harrell, managing director, U.S., at Booking.com.

Travel industry leaders like Harrell say that tools like humanoid robots and AI in travel are not designed to replace the human element of travel, but can enhance it by streamlining planning, personalizing recommendations, and providing additional services for both travelers and hospitality staff. “Travel is still a deeply human experience,” says Harrell. “AI can simplify the journey, but the moments travelers remember most are shaped by people and real experiences on the ground.” 

In a post-pandemic world, as the hospitality industry has continued to grapple with labor shortages, rising customer demand, and other external pressures, experts say that technology has emerged as the silent engine of modern hospitality, streamlining operations while preserving the human core of the guest experience.

“Traveler expectations are shifting toward greater personalization and convenience, and people increasingly seek accommodations and services that anticipate their needs, whether through AI-powered recommendations or human-led experiences,” says Harrell. “This shift is driving the growth of hybrid hospitality, as travelers embrace solutions that combine the precision of technology with the empathy and care that only people can provide.”

Hotels embracing robots and AI

Automation has been showing up in small, but visible ways in hotels for years. At YOTEL properties around the world, delivery robots known as “YOBOTs” ferry amenities, room service orders, and at select hotels can even take luggage directly to guest rooms. Other brands are experimenting as well. LUMA Hotels have introduced digital curators, while major chains including Marriott, Hilton, and Wyndham have deployed ‘Relay Robots’ to handle routine tasks from room-service deliveries to basic butler and concierge services in an effort to free up hotel staff to focus on more complex guest interactions. In Las Vegas, Otonomus calls itself the "first AI-powered hotel in the world," where artificial intelligence coordinates every aspect from the moment you book you reservation to room service.

“Automation is preferred for fast, frictionless tasks like check-ins or bookings, but when something goes wrong—or when personalization matters—people still strongly value human interaction,” says Jeff Galak, associate professor of marketing at Carnegie Mellon University’s Tepper School of Business.

While robots floating around hotel hallways and lobbies may grab attention, most of the real transformation is happening behind the scenes as the integration of robots and AI has steadily shifted from novelty to something closer to operational reality, according to experts. “Uncertainty is baked into travel, and that’s where AI can be most useful,” says Christina Bennett, Priceline's consumer travel trends expert.

Designed to support travelers beyond the booking process, Priceline’s AI agent, Penny, is programmed to help travelers when plans change, whether that means finding a last-minute hotel or suggesting alternatives due to weather or timing shifts, Bennett explains. “Because those suggestions are tied to live inventory and pricing, they’re grounded in what’s actually possible in real time,” says Bennett.

Robots have entered experiential spaces, too

Back at Avatar Robot Café DAWN, a new robot-guided neighborhood tour now offers travelers a chance to explore the surrounding streets and visit local shops and shrines through the eyes and cameras of its remote operators.

High-end hotels and spas have also been experimenting with robotic wellness. Partnering with hotel brands like Marriott, Four Seasons, Kimpton, and Ritz-Carlton, robotic lifestyle company Aescape now operates more than 100 robotic massage tables across the U.S. 

“Hotels have experimented with robots for convenience tasks like delivery or directions, but wellness is different because the result is physical relief, not a moment of spectacle,” says John Hauer, vice president of growth for Aescape. “For many travelers, especially those uncomfortable with vulnerability in traditional massage settings, a private, fully clothed, predictable experience removes a major barrier to getting bodywork at all.”

Hauer says Aescape works closely with licensed massage therapists to develop programs and protocols that feel natural, but offer precision and repeatability. “We didn’t try to replace therapists,” Hauer cautions. “Humans are extraordinary at empathy and nuance, but machines are extraordinary at consistency and control. Most hotel robotics automate something for you; Aescape gives control to you— pressure, focus areas, pace—so the experience is built around the guest’s body, not the machine,” says Hauer.

How automation is navigating the cruise experience 

Cruise ships increasingly function as floating smart cities, with much of the robotics and AI operating below deck and out of sight, according to recent industry analysis of cruise technology trends. From AI-powered navigation systems that optimize cruise routes and fuel usage, to logistics platforms that reduce food waste and manage energy consumption—critical components in an industry under growing environmental scrutiny—automation is quietly reshaping how ships run. 

For passengers, most of this technology remains all but invisible, but its impact on smoother sailings, fewer delays, and a lighter environmental footprint is felt throughout the journey.

As for the guest experience, app-based platforms can now coordinate everything from onboard dining reservations to shore excursions and entertainment in real time, streamlining how passengers move both on and off the ship. Some cruise lines, notably Royal Caribbean, have incorporated Bionic Bars where two robotic bartenders serve guests, as well as collaborative robots—known as cobots—as part of onboard entertainment that is designed to blend spectacle with technology. 

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How AI is redefining the trip planning process

There may be no better example of AI is showing up in travel than in the trip planning process. What once required guidebooks, spreadsheets, and dozens of open tabs can now be generated in seconds.  

“During planning, this can be AI supporting your search process, making it fast and seamless,” says Harrell. Unlike traditional search engines, these systems can synthesize flight information, reviews, weather patterns, and local events into curated suggestions. A request for a food-focused few days in Tokyo produces not just options, but structured plans.

“Travelers need to sift through hundreds of options across disconnected tools and are expected to know exactly what they want and piece it all together themselves, often spending hours researching and second-guessing before they ever click 'book,” says Bennett. Within hybrid hospitality, AI trip planning isn’t about replacing human expertise, it’s about reallocating it, Bennett says. “Choice overload is one of the biggest pain points we hear from travelers, but so is the desire to discover somewhere new,” says Barrett. “The goal is personalization that not only feels helpful and intuitive, but also transparent and firmly in the traveler’s control.”

Where hybrid hospitality is headed

If DAWN Café represents hybrid hospitality at its most human, the next few years will determine how thoughtfully the model scales. As automation becomes embedded across hotels, cruise ships, tours, and wellness spaces, hybrid hospitality is likely to feel less experimental and more like an inevitable afterthought. 

“The future of travel, shaped by hybrid hospitality and AI, will center on seamless integration and personalization,” says Harrell. “AI will connect accommodations, transportation, and activities into a unified, cohesive experience. It won’t feel novel or new—it will feel natural.” 

At its best, hybrid hospitality reduces friction, according to experts. Planning a trip may become more intuitive. Sticking points and logistics may fade into the background as technology better anticipates travelers' needs. But even efficiency has its limits, and whether travel becomes more generic or more personalized depends largely on how travelers engage with it. “A robot or chatbot can process a refund, but it cannot read frustration, offer reassurance, or creatively solve a messy travel problem,” Galak said. “The future likely looks like automation handling logistics while humans focus on moments that require empathy and judgment.” 

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