Robotics, automation and AI are often described as the tourism and hospitality workforce of tomorrow. But how do we, as a tourism industry, integrate these technologies with the expectations of Generation Z?
At Griffith University's Griffith Institute for Tourism - the leading tourism research university in Australia and among the top ten globally - PhD researcher Mengni Fu (Christine) is exploring how Gen Z, born between 1995 and the early 2010s, will shape the future as both consumers and employees.
Christine's research is already showing how understanding this generation is essential for tourism operators, educators and policymakers who want to remain competitive.
"Gen Z represents both the future consumer base and workforce of the tourism and hospitality industry. Their preferences, expectations and readiness to engage with technology will directly shape service delivery models."
Integrating people and technology
Christine notes that hospitality has often lagged behind industries like manufacturing, retail and banking in adopting advanced technologies. Yet workforce shortages, rising costs and demand for contactless services are accelerating change. "The industry faces a shift in how services are delivered and experienced, and how hospitality and tourism workplaces should be restructured," she says.
Her research offers guidance for industry stakeholders. Hotel operators are advised to align technology investments with consumer expectations, market maturity and hotel type. Educators are encouraged to integrate both technology skills and emotional intelligence into training, while policymakers should strengthen digital infrastructure, support cross-sector collaboration and introduce clear regulation.
Christine also highlights the importance of preparing Gen Z consumers and employees with a roadmap to navigate hybrid human-tech service environments.
What the data is revealing
Her work draws on extensive research across China and Australia, including interviews with 21 senior hotel managers, analysis of 137 industry documents, surveys of 800 Gen Z consumers, and responses from 549 hospitality students across 228 universities.
The findings show a preference for collaboration between people and technology, rather than fully automated or entirely human service models. Yet approaches differ between countries. In China, hotels are already integrating robotics and AI, with Gen Z expecting automation as the norm. In Australia, the focus is more on mobile-based solutions, with younger consumers showing curiosity but also caution around robotics.
Hospitality students also express mixed feelings. They see technology as a tool for efficiency and skill development but worry about job insecurity and increased workplace stress. Christine's analysis highlights emotional intelligence as a crucial capability for students preparing to work in tech-integrated environments - yet it is still undervalued by many education providers.
A personal passion for tourism
Christine's journey into tourism research was inspired by her father's career in hotel management. After moving from Weifang in China's Shandong Province to the Gold Coast in 2016, she pursued a Bachelor of International Tourism and Hotel Management at Griffith University, followed by a Master of Financial Management and a Graduate Diploma in Business Research.
"During my studies, I witnessed the severe impact of the COVID-19 pandemic, which disrupted the hospitality sector and limited job opportunities for students like myself. This motivated me to explore how services and workplaces are evolving in response to emerging technologies," she says.
Looking ahead to 2032
Christine hopes her work will inform how large-scale events, including the 2032 Brisbane Olympic and Paralympic Games, can act as catalysts for innovation in tourism. She is particularly interested in how global events can shape legacies of technology adoption, workforce transformation and visitor experience.
"I hope to propose new projects exploring how large-scale events can drive innovation and transformation in the sector," she says.
Through her PhD, Christine is building insights that will not only help operators adapt to rapid technological change but also ensure Australia's visitor economy remains competitive and resilient in a future shaped by Gen Z.
