Who’s dumb? Guests Or Hotels That Put In Too Much “Smart” Tech

Smart mirrors! AI concierges! Robot butlers! The *2025 Hotel Room Innsights report from Hotels.com finds hotels racing to upgrade tech—while guests are still figuring out the lights. The sweet spot: comfort, clarity, and a human who can help

New data from Hotels.com’s 2025 Hotel Room Innsights survey of more than 450 properties worldwide reveals that *56% of hoteliers feel pressure to keep upgrading “smart” in-room tech. Yet if, like me, you’ve ever found yourself in a hotel room frantically pressing every switch just to turn on the lights, you may be wondering: who’s the dummy in this situation?!

The Push for Smart Hotel Technology

The survey makes clear that when technology adds friction, it undermines the very experience it was meant to enhance. Confusing interfaces don’t wow; they frustrate. By contrast, the upgrades that deliver comfort and are intuitive to use—what Hotels.com calls “ComfortTech”—are quickly becoming non-negotiable. Think fast Wi-Fi, streaming on smart TVs, easy-to-use lighting and climate controls, and a few thoughtful sustainability features.

Bathrooms: The New Smart Frontier in Hotels

Here’s something I didn’t expect: bathrooms are stealing the show. Hotels are pouring money into smart mirrors that give you the weather while you brush your teeth, digital water controls, colour-changing shower heads, and, yes, Japanese toilets (having recently gone to Japan, I endorse this spend!). More good news, some hotels are even adding accessibility upgrades like lowering bathtubs for wheelchair users. It’s one of the few places where luxury and technology feel like they really belong together.

When Hotel Tech Gets Too Clever for Its Own Good

Of course, not every tech upgrade hits the mark. Guests still struggle most with the basics...lighting, Wi-Fi, entertainment systems, and air conditioning. Some hotels admit they’ve quietly pulled back on robots and automated services that just didn’t work. And even in 2025, one thing hasn’t changed: 70% of hotels say guests still prefer to talk to a human, especially at check-in. No app in the world can match the warmth of a smile when you arrive, bags in tow.

Hotel Tech Trends on the Horizon

Looking ahead, hotel tech is not slowing down. Executives are eyeing AI concierges, voice-controlled rooms, sleep-monitoring devices, and robotics for luggage delivery and housekeeping. Some properties are already pushing boundaries—Hotel EMC2 in Chicago has robotic room service, FlyZoo in China uses facial recognition for check-in, and The Thief in Oslo integrates art and tech right in the guestroom.

Related reading: *Can Hotel Tech Be Hospitable?

The Real Lesson for Hotels: Keep It Simple

The takeaway is simple: smart rooms only work when guests feel smart using them. The winners won’t be the ones with the flashiest gadgets, but the ones that balance innovation with clarity and keep comfort, with human connection at the core.

Embracing Change in Hospitality

As we navigate this tech-driven landscape, it’s essential to remember that change can be daunting. I often find myself reminiscing about simpler times when a friendly face greeted me at the front desk. But embracing technology doesn’t mean losing that personal touch. It’s about enhancing our experiences while still feeling connected.

The Importance of Training Staff

One crucial aspect that often gets overlooked is staff training. Hotels need to ensure their teams are well-versed in the technology they’re implementing. After all, who better to help guests navigate these smart features than the staff themselves? A well-informed team can bridge the gap between high-tech and high-touch.

Guest Feedback: A Valuable Resource

Listening to guest feedback is vital. It’s not just about what looks good on paper; it’s about real experiences. Hotels should actively seek input from guests regarding their tech experiences. This feedback can guide future upgrades and ensure that the technology implemented truly meets the needs of the guests.

The Future of Hospitality: A Balance of Tech and Human Touch

In conclusion, the future of hospitality lies in striking a balance between technology and the human touch. As we move forward, let’s embrace innovation while remembering the core values of comfort and connection. After all, it’s the little things—a warm smile, a helpful hand, or a simple conversation—that often leave the most lasting impressions.

So, the next time you check into a hotel, take a moment to appreciate both the tech and the people behind it. Together, they create an experience that can truly be unforgettable.