Quality and innovation are the two factors that hoteliers strive for in order to offer their guests innovative products and services. In addition, hotels offer a wide range of services to their consumers. In this study, the main aim is to explore the perspectives of hotel department managers regarding the impact of service automation (SA) on service quality (SQ) and hotel brand image (HBI) in the context of hotel chains in Egypt. For this study, we selected a convenient sample of hotel department managers from Egyptian hotel chains. Online surveys were conducted with 114 hotel department managers. The analysis was performed using SPSS software. As a result of this research, it appears that the brand image of hotel chains is not significantly affected by service automation. The quality of service is, however, significantly impacted by service automation. Moreover, from the point of view of the hotel manager, the quality of service has a considerable impact on the brand image of a hotel.