INNOVATIVE TECHNOLOGIES IN THE HOSPITALITY INDUSTRY: FROM ARTIFICIAL INTELLIGENCE TO VIRTUAL REALITY
Abstract
The article explores modern innovative technologies that are actively implemented in the hospitality industry and ensure its digital transformation. The study analyzes current trends in the automation of business processes within the hotel and restaurant sector, including the use of electronic booking systems, CRM programs, chatbots, artificial intelligence (AI), virtual (VR) and augmented reality (AR) technologies, blockchain, and biometric identification systems. The impact of digitalization on management efficiency, service quality, customer experience personalization, and the formation of competitive advantages of hospitality enterprises is determined. Particular attention is paid to the application of global distribution systems Amadeus, Galileo, Sabre, and Worldspan, which provide integration between travel agencies and service providers, as well as alternative platforms such as Expedia, Orbitz, HRS, Travelocity, and Priceline, which expand the possibilities of individual online booking. The role of energy management systems (EMS), voice control technologies, and predictive maintenance solutions is outlined, as they enhance guest comfort and improve the energy efficiency of enterprises. It is emphasized that the implementation of intelligent technologies in hospitality enables the creation of interactive services, reduces staff workload, and improves the quality of customer communication. CRM systems contribute to the realization of a customer-oriented management model through data collection and analysis, while chatbots and voice assistants ensure real-time responses to guest inquiries. The use of VR and AR technologies introduces a new level of service visualization by enabling virtual tours and facility presentations. The study concludes that the comprehensive digitalization of the hospitality industry increases management efficiency, reduces operational costs, expands market opportunities, and enhances customer loyalty. The implementation of innovative technologies forms the foundation for sustainable development of hotel and restaurant enterprises and ensures their competitiveness in the global digital environment.
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