This study examines digital hospitality as a socio-technical system in which technological adoption and human resource (HR) practices jointly shape guest experiences and workforce dynamics. The research is situated at CitizenM hotels in Paris, a brand recognized for its integration of mobile applications, automated check-in, and the ambassador model of flexible role design. A mixed-methods approach was applied, combining a guest survey (n = 517) with semi-structured interviews with managers. Exploratory and confirmatory factor analyses confirmed a five-factor structure of guest perceptions: Digital Efficiency, Smart Personalization, Service Satisfaction, Trusted Security, and Digital Loyalty. Structural equation modeling showed that efficiency significantly drives satisfaction, while personalization and security strongly predict loyalty. Managerial insights revealed that these outcomes rely on continuous investment in training, mentorship, and flexible role allocation. Overall, the findings suggest that digital transformation enhances value creation not by substituting but by reconfiguring human service, with technology alleviating routine tasks and enabling employees to focus on relational and creative aspects of hospitality. The study concludes that effective digital hospitality requires the alignment of technological innovation with supportive HR practices, ensuring both guest satisfaction and employee motivation.
Radović et al. (2025) studied this question.