Are French hoteliers ready to put their trust in technology and AI?

According to an Ipsos.Digital survey for Mews, French travelers prefer hotel experiences where technology enhances human interaction without replacing it

[Paris, 6 December 2025] – French travelers are enthusiastic about technology in hotels, but only on their own terms.

According to a new Ipsos.Digital study for Mews, a large majority of French hotel guests (77%) still prefer services handled by a human rather than AI, while 74% favor a hybrid model combining personal interaction with self-service options. A similar proportion view fully automated hotels negatively, viewing them as cold and impersonal. 

 

AI and automation, yes… but to free up human time 

Travelers appreciate autonomy for simple tasks – 52% prefer to book online, 31% to check out on their own, and 26% to access their room key independently. 

But when it comes to high-value moments, French travelers are willing to pay more for attentive human support, and only a small share (12%) believe traditional reception desks are outdated. 

• 33% would pay up to 10% more for 24/7 human assistance, 

• 27% for a dedicated human concierge, 

• 20% for an ultra-fast check-in in under two minutes. 

“The study shows that the French want technology to simplify their stay, but not dehumanize it,” says Mak Abdelkafi, Senior Sales Director, Mews France. “Automation is welcome when it improves service quality, not when it replaces a staff member’s smile.”

 

The “pet peeves” of the hotel experience 

The results also highlight several recurring customer frustrations. The most frequently cited issues are faulty key cards (28%) and waiting more than 15 minutes to check in despite having a reservation (25%). 

When faced with unmet online booking promises (48%), billing errors that take time to fix (38%), or waits of over 15 minutes to check in despite a reservation (20%), many French travelers seriously consider not returning to that hotel. 

These figures reflect high expectations and show that guest satisfaction depends as much on service reliability as on technology. 

 

The “magic 5 minutes”: the French patience threshold in hotels 

Time has become the new measure of service quality: 

• 64% of travelers believe waiting more than 5 minutes to get their room key on arrival is excessive. 

• The same impatience applies at checkout: for nearly 3 out of 4 respondents (71%), 5 minutes is the maximum acceptable time to return keys and receive the bill or to get quick answers during their stay. 

But speed is not everything: 54% of French travelers are willing to wait longer if it ensures careful, high-quality service. Waiting becomes acceptable when it comes with attention and expertise. 

 

Privacy vs. premium service: the French draw the line 

While 74% of French travelers are willing to share certain information to improve their stay, they have strict conditions: 

• 31% will share only basic preferences (room type, temperature), 

• 22% accept sharing only temporarily, for the duration of the stay, 

• 26% refuse any data sharing in the name of privacy. 

In return, 40% expect concrete benefits (better prices, exclusive offers), while 20% mainly want more personalized service. 

 

Efficiency or human warmth? The French want both. 

The hotel of the future will be neither 100% digital nor 100% traditional, but enhanced by technology and centered on human interaction.

“In hospitality, technology must serve the staff. That is the key to earning the loyalty of French customers who are demanding, pressed for time... but deeply attached to human contact,” concludes Mak Abdelkafi. 

 

Methodology 

Study conducted from 16 to 20 October 2025 among 1,000 French people ages 18–75 who stayed in a hotel in the past 12 months. Quota sampling method (gender, age, region, socio-professional category). For any publication: “Ipsos.Digital survey for Mews” must be cited, and the survey cannot be quoted separately from this title. 

 

About Mews 

Mews is the leading platform for the new era of hospitality. Powering 12,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024, 2025) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024, 2025) by Hotel Tech Report. Mews has raised $410 million from investors including Goldman Sachs Alternatives, Kinnevik and Tiger Global Management to transform hospitality.  

Media contact: press@mews.com  

 

About IPSOS 

Ipsos is one of the world’s largest market research companies, present in 90 markets with 18,000 employees. Our researchers, analysts and scientists are passionately curious and have developed multi-specialist capabilities enabling deep insights into the actions, opinions and motivations of citizens, consumers, patients, clients and employees. 

Our 75 solutions rely on primary data from surveys, social media monitoring, and qualitative or observational techniques. Our signature “Game Changers” reflects our ambition to help our 5,000 clients move forward confidently in a rapidly changing world. 

Founded in France in 1975, Ipsos has been listed on Euronext Paris since 1 July 1999. It is part of the SBF 120 and Mid-60 indices and is eligible for deferred settlement service (SRD). 

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