A new report from Mews suggests that French hoteliers are skeptical about artificial intelligence, viewing it primarily as a tool for productivity rather than a replacement for human interaction. According to the study, conducted in August 2026 among 1,000 decision-makers, 69 percent of French professionals believe AI should improve work quality and efficiency. This figure is higher than the 63 percent average observed in other markets. However, optimism regarding job creation is lower in France; only 53 percent think AI will generate better-paid roles, compared to 68 percent elsewhere.
A focus on direct client service
French hotel teams spend more time directly serving guests than their counterparts in the UK, US, Canada, and Germany. While direct service accounts for 24 percent of total operations on average, French and German staff dedicate 28 percent of their time to face-to-face contact. This creates a specific operational dynamic where the front desk is central. “In France, hotel teams devote a larger share of their time to direct exchanges with customers,” said Matt Welle, CEO of Mews. “It is precisely this dimension that technology must preserve, and not replace.”
Magali Elhage, Global Director of Onboarding for Mews, attributes this focus to the country’s hospitality traditions. She noted the prevalence of luxury hotels and a wide segmentation of the market. This environment requires establishments to invest time in the customer experience. The goal is to maintain high service standards and ensure staff have the bandwidth to engage meaningfully with guests. The challenge for technology providers is to support this existing culture without forcing a uniform approach across different countries.
Bridging data gaps and automation goals
Barriers to AI adoption in the French sector include access to data. Among AI users, 73 percent have experienced incorrect results due to a lack of integration between systems. This issue affects 23 percent of users on a recurring basis. Mews points to this as a reason to consolidate tools, specifically advocating for the integration of Property Management Systems, Point of Sale systems, and payments. This approach aims to resolve data silos that currently hinder effective automation.
French professionals show a distinct preference for automating specific tasks. Forty-four percent want to automate complaint management, a rate significantly higher than the 35 percent average in other regions. Similarly, 39 percent seek to automate taxi and transport organization, compared to 30 percent elsewhere. Automated check-out, conversely, is less desired in France at 21 percent against 43 percent globally. This data highlights a clear priority: using technology to handle invisible back-of-house tasks while preserving the direct guest relationship.
Automation Priorities and Data Integration Needs
French hotel staff prioritize direct guest interactions over automated check-out processes. While 44 percent of local professionals seek to automate complaint management and 39 percent want to automate transportation, only 21 percent desire automated check-out, a figure significantly lower than the 43 percent average in other markets.