LG Electronics is moving forward with plans to supply commercial robots to Marriott Hotels through its U.S. partner. Following its acquisition of robotics startup ‘Bear Robotics’, LG Electronics is now making full-scale inroads into the North American service robot market, with a particular focus on the hotel industry. By securing major hotel chains as clients, the company aims to strengthen its position in the robotics sector, seen as a key future growth driver.
According to RobotLAB, a robotics distributor and systems integrator, LG will exclusively provide robots to 31 Marriott locations across the U.S., including hotels in Arizona, New Mexico, and California. The robots will perform various tasks such as cleaning, food delivery, and elevator operation. RobotLAB will handle the distribution and operational support for LG’s key robot models, including GuideBot (guidance robots), ServeBot (service robots), and CarryBot (delivery robots).
The robot supply deal with Marriott Hotels is expected to see significant involvement from Bear Robotics, robot startup acquired by LG last year, working alongside RobotLAB. Founded in 2017 in Silicon Valley, Bear Robotics specializes in autonomous serving robots. LG initially acquired a 21% stake in March 2023 before securing an additional 30% early this year, gaining majority control. LG plans to delegate its commercial robot operations to Bear Robotics while concentrating on home and industrial markets, creating synergistic effects between the two business areas.
An LG spokesperson stated, “We are in discussions with Marriott regarding supply,” adding, “With our recent additional investment, we now hold over 50% of Bear Robotics and are expanding our commercial robot business.”
LG has been actively targeting the hotel market with customized robotic solutions. The demand for robots in hospitality surged during the COVID-19 pandemic as contactless services became essential.
In 2022, LG supplied its CLOi ServeBot to Courtyard by Marriott Suwon Hotel in South Korea. That same year, the company also partnered with Hanwha Hotels & Resorts to deploy robots. LG provided both ServeBot and GuideBot models to various Hanwha resort locations including Dongbusan, Haeundae, Yongin, and Jeju. In February last year, LG signed an MOU with Chosun Hotel & Resort to develop service robots, starting with the Westin Josun Seoul. These robots, including the CLOi CarryBot, will handle tasks such as room maintenance and food transportation. LG robots are already in operation at select Marriott Hotel locations in the United States.
