Hotels around the world are increasingly embracing humanoid robots at check-in desks, lobby information points, and even for room service, but the trend is raising eyebrows among guests, researchers and hoteliers alike.

Last week, a viral TikTok video fromTokyo’s Henn na Hotel  showed a startled guest stepping back from a humanoid check in robot. As the machine offered instructions, she stammered, “Don’t look at me,” a moment that highlights discomfort with robots that mimic—but fail to fully replicate—human behavior. The reaction reflects the classic “uncanny valley” phenomenon, where lifelike machines produce a sense of unease, rather than delight.

Indeed, Henn na itself has scaled back on its robot deployment: it retired more than half of its original roster of 240 androids by 2019, citing technical glitches and guest complaints. Still, not all experiences are negative. A 2023 survey from Boutique Hotelier found 61% of travelers had favorable reactions to service robots, even if nearly 29% admitted to feeling afraid to approach one.

Investment in hospitality robotics continues to escalate. The global market, valued at approximately 7 / million in 2023, is projected to reach .2 /billion by 2030, with a CAGR near 21.5%. While humanoid receptionists earn the spotlight, many hotels are quietly deploying delivery, luggage-handling, cleaning, and disinfection robots to streamline operations without overshadowing guests.

Major chains have taken note. Marriott and Hilton use Relay and Savioke robots to deliver amenities to guest rooms. Aloft and IHG properties in Asia deploy concierge bots like Connie, powered by IBM Watson. Meanwhile, Mandarin Oriental Las Vegas introduced a version of “Pepper” in 2017 as a lobby greeter, but today it fulfills more of an entertainment role than a functional one.

These varied experiments point to a shifting hospitality mindset. Robots are increasingly seen not as novelties, but as efficiency tools. In many properties, housekeeping tasks are now scheduled via AI-driven work order platforms, predictive maintenance prevents broken door locks before guests arrive, and dynamic pricing engines optimize revenue. Humanoid robots often serve as marketing headlines, while automation remains the real operational focus.

Henn na’s evolution encapsulates this balance. Opened in 2015 in Nagasaki and later franchising globally, the hotel scaled back after staffing and function issues became clear. Today, human staff handle most tasks, with robots reserved for novelty greetings and sample deliveries in select areas. The hybrid model highlights that technology is best embraced when it supports—not replaces—hospitality staff.

Engineers are working to soften the uncanny valley. SoftBank Robotics’ latest machines, for instance, sport smoother motions, improved speech recognition, and context-aware gestures. Bt. Robotics, another emerging player, is working to enhance robots’ ability to recognize individual guests and understand local cultural cues—a step toward more personalized service.

However, UC Berkeley roboticist Ken Goldberg’s old adage still rings true: people are most comfortable when robots look and behave like robots. In hospitality, that means using bots to lift luggage, sanitize rooms, or whisk away towels, while leaving emotional intelligence to human staff. Technology can take on repetitive or hazardous tasks, but empathy and problem-solving remain firmly in the human domain.

That said, humanoid robots aren’t disappearing. High-end resorts and tech-forward properties continue experimenting with sophisticated bots as part of their experience narrative. In South Korea, luxury hotels feature robot butlers that can draw a bath or set room ambiance. In China, hotel robots perform room service duties while broadcasting real-time translation for foreign guests.

The challenge for the industry lies in aligning form with function. A futuristic check-in robot may attract press, but if it breaks down mid-shift or stares blankly at guests, the novelty becomes irritation. Meanwhile, back-of-house bots that reliably deliver water bottles—or prevent maintenance issues—create consistent value that can actually enhance service quality.

Looking ahead, hoteliers who thoughtfully combine robotics and human labor with precision and purpose will lead the field. They will use robots not to replace staff, but to elevate them—by making service smoother, freeing human employees to engage deeper with guests, and resetting expectations of what hospitality can be in the contactless age.