The rise of the machines: humanoid agents check in

Recent industry reports suggest that humanoid AI agents, once seen as science fiction or a gimmick, are rapidly becoming part of hotel operations. One example is BE-A, a humanoid receptionist developed by FLAE Robotics, a company created by Czech hotelier and tech entrepreneur Filip Linek.

Unlike earlier machines that read scripts, this generation of digital staff uses natural language processing (NLP) and machine learning. These agents speak Mandarin, Spanish, Arabic, and English fluently. They handle check-ins, activate key cards, and recommend local restaurants.

Chronic labor shortages and sharply rising wage costs have spurred automation: the human touch in guest service is becoming increasingly expensive. In 2025, investment in hospitality AI grew by 250%, with nearly half of major industry players allocating millions to automation.

Linek says the goal of automation is to take routine work off employees, not replace staff. He wants employees to be able to focus on empathy and solving complex problems that algorithms still struggle to handle.