Today the society is more digitalized than yesterday. Like the rest of the world, the hotel industry is also being more digitalized. In the hotel industry hotels are working a lot with how they can interact the guest to be more active in the value creating processes and have started to adopt self-service technology. Studies today are mostly focused on how to implement more technology but not really about the user experience, especially when it comes to the service holders. The aim of this study is therefore to contribute knowledge about the service holders’ perspective on self-service technologies. The study wants to understand what service holders believe self-service technologies provide and prevent when the hotel industry gets digitalized. A literature study as well as interviews and observation has been made with the purpose to gain new information to be able to carry out a result about the service holders’ experience about the self-service technology. The qualitative material has been analysed and linked with the literature study. The study gave the result that service holders believe the self- service technology to be more effective. Where the self-service station is placed seems to be crucial for its use. Service holders believe personal service to be very important. But in the end they believe it’s the staff that will suffer from the digitalization.