Embrace IT: Co-creating Human-Centered Hospitality with AI, Automation, and Augmentation

The Dutch hospitality sector is the 8th largest contributor to GDP, employing over 500,000 people, yet it remains heavily reliant on manual processes and human labor for service delivery. Structural staff shortages, rising labor costs, and increasing operational demands are pushing the industry to its limits. Hotels and restaurants, the backbone of this sector, are struggling with operational inefficiencies, high staff turnover, and the growing difficulty of maintaining high service standards. An overhaul of the traditional hospitality model is necessary to unlock sustainable growth.
This Embrace IT project provides a structured, collaborative approach to solving these pressing challenges. Focusing on three critical areas—housekeeping services, food services, and reception services—the project will co-create concrete, tech-driven solutions together with hospitality businesses, technology providers, and knowledge institutions. These areas represent key operational cost drivers and are vital to revenue generation, making them priorities for industry leaders. By developing technology that complements human labor, the project ensures that operational efficiency improves while leveraging worker well-being and hospitality experience.
Over four years, Embrace IT will establish a sustainable innovation ecosystem within the hospitality sector. Through iterative co-creation and field testing of automation, AI, and immersive technologies, the project will equip businesses with the tools and structures to shift from short-term, reactive strategies to long-term, sustainable digital transformation. Moving beyond the current "sensing" phase, where businesses recognize technological trends but are hesitant to act, Embrace IT will deliver concrete and scalable solutions that foster industry-wide adoption.
Embrace IT aligns with key sector policy documents such as the 2024 Digital Destinations strategy from the Netherlands Board of Tourism & Conventions (NBTC), ensuring direct support of the broader vision for digital transformation of Dutch hospitality. This project will increase productivity of the sector while improving working conditions and leveraging hospitality experience – to ensure lasting societal impact.