Is human-RAISA collaboration the future of hospitality service? Examining Gen Z’s preferences and industry insights from China and Australia

This study investigates Generation Z consumers' preferences for hotel service approaches and RAISA (robots, artificial intelligence, and service automation) integration, examining their alignment with hotel strategies in China and Australia. Using a mixed-methods approach, including interviews with 21 senior hotel managers, analysis of 70 documents, and a survey of 800 Gen Z consumers, the findings reveal a shared preference for a human-RAISA collaborative service approach among hotel operators and Gen Z consumers in both countries. However, significant cross-country differences emerged: Chinese hotels lead in AI and robot adoption, while Australian hotels prioritise established mobile technologies. Chinese Gen Z consumers exhibit stronger preferences for technological services and RAISA-equipped hotels. Regression analyses further show that Gen Zs' technology preferences drive their intention to visit RAISA-equipped hotels. This study extends the Kano model's application from service refinement to exploring technology preferences, while offering practical RAISA integration strategies tailored to hotels’ profiles and locations. • This mixed-methods study explores Gen Z’s hotel service and technology preferences. • Supply-demand misalignments were identified in RAISA adoption in hospitality. • Gen Z’s tech preferences impact hotel visit intention and differ across countries. • Kano model is innovatively applied to assess hotel technology preferences. • RAISA adoption strategies are proposed for diverse hotel segments across countries.