It is the goal of hoteliers to provide innovative and personalized products and services to their guests. As a result, hotels provide a wide range of services to their guests. The latest technology is used to ensure guest satisfaction. The purpose of service automation is to enhance the quality of service. Therefore, the primary aim of this research is to explore guests' perspectives regarding the relationship between service automation (SA), service quality (SQ) and hotel brand image (HBI) in the context of hotel chains in Egypt. The convenient sample consisted of guests who stayed at hotel chains in Egypt during the last three years. A total of 262 guests were surveyed online for this research. The analysis was conducted using SPSS software. The findings of this research indicate that service automation has no significant impact on the brand image of hotel chains. In spite of this, the quality of a hotel's service contributes to its image. Also, service automation has a significant positive impact on service quality. A discussion of some limitations and future research is also provided.