A study of the effectiveness of using digital platforms to organize benchmarking research in the hospitality industry

The article identifies trends in improving the efficiency of the hotel industry through the use of digital platforms for benchmarking research in modern conditions. The study covers the analysis of empirical data for 2023-2025, which thus led to the identification of the impact of the introduction of digital solutions, including STR Global, Hospitality Data Cloud and Ideas Bench, on key operational and financial performance indicators. The focus is on the dynamics of room utilization, increasing average revenue and reducing operating costs, and increasing customer loyalty, which is directly related to the automation of analytical processes on the platforms. Due to changes in management practices, accelerated exchange of industry knowledge and the dissemination of new service standards initiated by the use of digital benchmarking. The barriers to implementation and socialized support measures that ensure equal access to technology for hotels of various sizes are revealed. The results indicate the importance of digitalization in accelerating innovative development and increasing transparency of the Russian hotel market. The conclusion is drawn about the significant transformation of business processes and the competitive environment caused by the proliferation of cloud platforms and their integration with artificial intelligence systems.