As Artificial Intelligence (AI) becomes increasingly embedded in hospitality services, it is important to investigate its effectiveness compared to human providers, specifically in emotionally sensitive domains like guest well-being. This study investigates how hotel guests perceive and respond to personalized well-being programs when the provider is either a human expert or an AI system. Results from an online experiment revealed that participants felt better understood, more taken care of and having their well-being prioritized when they received a human-generated well-being recommendation. Guests were also more willing to follow programs provided by humans. Practical implications and future research directions are discussed.
