Checked in by a machine in a hotel in Switzerland

Observer

21-07-2025

Will a receptionist or a front-ending, customer-facing agent/employee in an industry like hotels, banks, airports, and even fast food restaurants be replaced by robots or a basic connected computer to start with? Yes, unfortunately, to many (or fortunately to some). I practically witnessed the experience and noted the impact as I continue my long-awaited two-week holiday as a getaway outside Oman across European countries. My article this week revolves around machines already replacing some of the jobs and imprecise receptionists.
I was welcomed with a hospitable 'Salaam Alaykum' greeting as I checked in at one of the Asian hotels during the last public holiday, along with being assisted with my family and me with bags to our hotel rooms and having everything about the hotel, their services, and the rooms explained to us. Pleasant, personal, and the usual special check-in experience you would mostly expect.
Fast forward to a week ago: as I checked in at one of the hotels in Paris, the experience was somewhat the same, yet with a warm 'Bonjour!' and without the unique hospitality one would expect from many of the Asian hotels (e.g., assisting with bags to the respective rooms). The staff was pleasant indeed, but the end-to-end experience of check-in cannot be obviously compared.
In Switzerland, however, despite the beautiful weather and scenery, the check-in to the hotel was entirely new. There was no lobby buzz, no front desk, and definitely no smiling human. Instead, I was greeted by an internet-connected machine with a 'Check-in Here' prompt. No eye contact, no conversation, just a touch interface and a key card reader slot (which I also shared on my social media feed). In less than a few minutes, I was all set to check in to our rooms with my family using the generated keycard. The experience was a fast check-in, but it was definitely not friendly, nor was it personal.
Is this only applicable in Switzerland? Definitely not. Japan has the famous Henn-na Hotel, staffed almost entirely by robots. In the US, hotel chains like Marriott and Hilton are rolling out digital check-in via apps and kiosks. Even Airbnb is encouraging hosts to enable self-check-in through smart locks and code systems. Sooner or later (if not already), the digital transformation (automation) will progress to Asian and even Middle Eastern countries, including here in Oman.
According to McKinsey's 2023 report, nearly 25% of current work activities across all jobs could be automated by 2030, with hospitality and customer service roles at the forefront. Receptionists are especially at risk since most of their responsibilities are repetitive, rule-based, and easy to digitise. In fact, the World Economic Forum listed receptionist roles among the top 10 most likely to be automated.
Though 'contactless' technology and experience have become the most preferred interaction post-Covid for many, and the push towards digital transformation continues to progress, is it better for these specific industries, jobs, and circumstances? Depends on the goals. The advantages are apparent, such as fewer staff, less human error, and 24/7 consistent service. The disadvantage, however, with machines is that they can't yet replace empathy, intuition, or the ability to read a guest's frustration and respond with genuine care. I write out of experience yet won't deny I loved the speed, and I am sure I loved the cost saved as a result.
In conclusion, the trip showed me two sides of the same coin. One city reminded me of the charm of human hospitality, and the other showed me the future of hotel efficiency using technology. Clearly the future of automation in these industries is getting closer to our part of the world. How fast is the one million rial question? Looking forward? Not entirely, especially when it comes to replacing the usual pleasant feel I am used to when I mostly need it (during holidays, to give an example). How we can evolve with it is what I aim to share in return back from holidays. Until then, stay positive and curious and continue learning.
Tariq al Barwani
The writer is the founder of Knowledge Oman