Modern hospitality organizations must specialize and innovate to meet the increasingly diverse and evolving expectations of their guests. Digitalization enhances personalization, efficiency, and competitiveness. This makes technologies like Artificial Intelligence (AI) and Big Data essential in the hospitality industry today. AI enhances personalization and efficiency, but raises concerns about safety, privacy, and ethics. Tools like ChatGPT can support staff training, service, and operations. Big Data is a complex, but important concept. Despite limited use by small firms, its integration with AI and social media offers strong potential for competitiveness. Sustainability integration is important as well. Despite its benefits, hospitality often overlooks it due to costs and resistance. Yet, smart practices can enhance efficiency, reputation, and culture. In summary, the hospitality industry is undergoing a transformation. Innovations enhance the guest experience and efficiency, while challenges such as costs and resistance hinder progress. Here, government support and strategic integration are essential. The results of this work can be useful for both market professionals and academics. Potential applications include support in digitalization processes, professional development, knowledge sharing, or a basis for continuing research work.
Averkova et al. (Mon,) studied this question.