Robot Hotels: The Strange Future of Hospitality and Touchless Tech

Upon arrival at Japan’s Henn na Hotel, guests are often greeted by a pair of receptionists who nod from behind the front desk as check-in proceeds via a tablet. Their serene smiles, confident gaze, and perfect porcelain skin exude a quiet grace. They might blink in response to a greeting or provide the weather forecast: “Tomorrow’s weather is fine and 25C.” Dressed in pristine white uniforms, blue silk scarves, and white caps perfectly perched on glossy black bobs, these multilingual greeters are not human, but surprisingly realistic humanoid robots.

The hotel chain acknowledges the unusual nature of its concept—‘henn na’ itself means ‘strange’ in Japanese. Launched in 2015, the idea initially flourished, with over 200 hospitality robots deployed across the chain by its 2019 peak. However, early iterations proved challenging. Guests reportedly complained that an in-room virtual assistant named Churi frequently woke them, mistaking snoring for requests. Such disturbances led the chain to decommission half of its robot workforce. Yet, the Covid-19 pandemic subsequently spurred global demand for touchless technology, reigniting interest in the robot revolution.

Employing robots for functions traditionally performed by humans offers a dual advantage for Henn na. It allows the hotel to maintain ultra-affordable room rates, averaging just under $100 per night, while also catering to guests seeking to minimize human contact in the post-lockdown era. The novelty of automated check-in further enhances the appeal. Some Henn na locations, including those in Kyoto and Osaka, take this a step further, replacing the lifelike humanoids with multilingual dinosaur animatrons, complete with classic bellhop caps and bow ties.

Over the past five years, robots have become increasingly common in Japan, serving as restaurant staff, convenience store cleaners, and even companions. While the industry remains nascent and market size estimates vary depending on the definition of ‘robot,’ a study by the Japan Society for the Promotion of Machine Industry indicates that the market for domestic caregiving robots in the country has doubled since 2021, reaching approximately $30 million. In contrast, robot-like technology has been slower to gain traction in US hotels, though some, like San Francisco’s Luma Hotel, utilize ‘digital curators’—Henry, Lumie, Lucy, and Lola—to independently deliver coffee and room service. As Jason Torchinsky, author of Robot, Take the Wheel, observes, “The concept of a robot as a companion is much more mainstream in Japan, whereas in the US we tend to see them more in work contexts or even as threats.”

At the Henn na Hotel’s Hamamatsucho location in central Tokyo, a typical business traveler finds tidy, compact rooms equipped with a bed, desk, chair, refrigerator, and television. Despite its 117 rooms, the hotel often operates with just one human staff member during off-peak hours: General Manager Masashi Suzuki. Suzuki, who has worked at the hotel for two years, views the robots as his “coworkers.” He praises their consistent smiles, their ability to work 24/7 without breaks, and their reliability as “excellent team members.” While a few other human employees assist during peak times, the humanoids manage front-desk operations, freeing Suzuki to focus on pricing strategies, planning, and promotions. Guests can contact Suzuki via a dedicated phone for issues beyond the robots’ capabilities, such as reservation changes, locating lost items, or troubleshooting the Oculus Quest 2 virtual reality headsets available for loan.

A decade after its initial opening in 2015, Henn na’s management has refined its approach, settling on a hybrid staffing model that seamlessly integrates humans and humanoids. The hotel chain now employs approximately 150 robots at check-in desks or within guest rooms across 14 of its Japanese properties. The early in-room assistant, Churi, has undergone significant upgrades. At Henn na’s Maihama Tokyo Bay and Osaka Namba locations, Sharp-developed compact humanoid robots called RoBoHoN now serve as dedicated concierges. These advanced units can control lighting and air conditioning, answer common queries like “What time is check-out?”, provide real-time information on hotel restaurant and laundry availability, and recommend nearby attractions and dining options. Remarkably, they can also perform over 70 different dances, including hula, flamenco, ballet, and traditional Japanese forms.

As the underlying technology becomes more dependable and guests report consistent service quality, the hotel is considering deploying more robots in locations where they can reduce labor costs and improve efficiency without compromising customer satisfaction. Indeed, some Henn na locations have seen their human headcount drop from approximately 40 to around eight. A 2023 report titled “An Examination of Henn Na Hotel” by Stockton University researchers noted that a major benefit for businesses, particularly in the 24/7 hospitality industry, is that robots function around the clock, which enhances customer satisfaction. Noel Criscione-Naylor, a hospitality professor at Stockton and one of the report’s authors, suggests that “the more novel or unique the robot appears, the more likely it may provide a sense of perceived value or entertainment to the guest.” However, the report also cautions that when robots are designed to look like humans, guests tend to expect them to possess full human abilities. Given the current limitations of technology, this mismatch can lead to negative customer experiences, implying that a robot might not be ready to offer personalized turndown service anytime soon.