Understanding AI Use Across Generations in Hospitality

  • Understanding AI Use Across Generations in Hospitality

    Estimated completion time: 7–9 minutes

  • Objective:
    Tru Creative Agency is conducting this research on behalf of NEWH, Inc., the global non-profit organization dedicated to education, scholarship, and networking within the hospitality industry. This survey explores generational perspectives on workplace fulfilment, motivation, and the use of artificial intelligence in both hospitality operations and guest experiences.

    Purpose:
    Findings from this research will be published at www.NEWH.org and will directly inform a breakout session on Authenticity in AI at the 2026 NEWH Leadership Conference in Washington, D.C.

    Confidentiality Notice:
    Participation is voluntary. All responses are anonymous and will be reported in aggregate only. No individual or organization will be identified in any published results.

  • Screening & Demographics 

  • Are you currently working or studying in the hospitality industry or a closely related field?
  • What is your generational cohort?
  • Which best describes your role?
  • What is your gender?
  • Where are you primarily based?

  • Workplace Fulfilment & Motivation

  • Which of the following best describes how you get your energy at work?
  • Which of the following are your top three motivators at work?

  • AI in Your Work

  • Do you currently use AI in your work?
  • In the past 30 days, which types of AI use have you done at work? Select all that apply.
  • Rows
  • Which tools do you use?
  • Roughly what percentage of your workday involves AI?
  • Which AI tools do you use for work?
  • How do you feel AI impacts your role?
  • When you use AI for work, how open are you about it with colleagues?

  • Perceptions of AI & Authenticity

  • Do you believe using AI reduces a brand’s authenticity?
  • When a hospitality brand uses AI (such as automated booking, chatbots, or smart recommendations), how does it affect your perception of that brand?
  • Which examples of AI in hospitality do you react positively to?
  • In the inverse, which do you have a negative reaction to?
  • Do you believe using AI reduces a person’s authenticity?
  • Can AI strengthen authenticity?
  • How does AI affect your creativity?
  • What “tells” make you think something was AI-generated?

  • AI in Hospitality Experiences

  • When dining in a restaurant, how does visible AI use shape your perception?
  • When staying in a hotel, how does visible AI use shape your perception?
  • Which AI applications in hospitality are you most comfortable with?
  • Which AI Applications are you least comfortable with, or intimated by?
  • Which AI applications in hospitality create the most concern for you?

  • Closing Remarks

  • Should be Empty: