INNOVATIVE TECHNOLOGIES IN THE HOTEL BUSINESS: FROM VIRTUAL CONCIERGE TO SMART ROOMS
Abstract
The dynamics of the tourism and hospitality market necessitate the active integration of innovations to support the competitiveness of companies, ensuring that their activities meet the current demands of the client audience. The purpose of the study is an extended analysis of the potential of modern information systems and digital innovations in the hotel business, which open up new opportunities for improving the efficiency of modern companies, achieving sustainable development and expanding the client audience. The aspects of large-scale digitalization of services in the hotel sector are considered - targeting and personalization of advertising, electronic booking system, personalization of offers, mobile applications, interactive services, smart room management systems, artificial intelligence tools for 24-hour service support (chat bots, virtual concierges). Innovation allows not only to adapt to new consumer demands, technological dynamics, legal and regulatory changes, but also to attract, develop and retain talented employees, thus contributing to the creation of a sustainable model of organizational development based on constant improvement and adaptation. Given the trend of visualization, priority innovative digital solutions are seen as the integration of QR codes for quick customer access to information, the introduction of an electronic menu for quick order processing, and customer interaction with the recipe, which creates additional advertising narratives. Companies in the traditional hospitality sector are increasingly considering partnership and cooperation opportunities with network economy enterprises. It has been found that the competitive strength of such companies lies not only in economic advantages, but also in compliance with new social needs, including resource conservation, rational and economical consumption. Innovative approaches to business development in developed networks involve cooperation and integration of the hotel and restaurant business with other service areas, a personalized approach to meeting customer expectations and needs, diversification of internal business segments using mobile applications and loyalty programs. In view of the above, the study proposed an author's model for integrating innovative technologies into the hotel business.
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Ivars-Baidal, J. A., Vera-Rebollo, J. F., Perles-Ribes, J., Femenia-Serra, F., & Celdrán-Bernabeu, M. A. (2023). Sustainable tourism indicators: what’s new within the smart city/destination approach? Journal of Sustainable Tourism, 31(7), 1556-1582. https://doi.org/10.1080/09669582.2021.1876075
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Marriott Bonvoy. URL: https://www.marriott.com/ru/default.mi (date of the application: 10.12.2025)
Meet rose your ultimate inside development. URL: https://www.cosmopolitanlasvegas.com/rose (date of the application: 10.12.2025)
Özoğlu, B., & Topal, A. (2020). Digital Marketing Strategies and Business Trends in Emerging Industries. Digital Business Strategies in Blockchain Ecosystems. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-030-29739-8_18
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Povorozniuk, I. (2023). Formation of Innovative Components in the Hospitality Industry Enterprise. Sustainable Socio-Economic Development Journal, 1(3-4), 73-80. DOI: 10.31499/2616-5236.1(27).2024.299099
Rather, R. A. (2025). Metaverse marketing and consumer research: Theoretical framework and future research agenda in tourism and hospitality industry. Tourism recreation research, 50(1), 189-197. https://doi.org/10.1080/02508281.2023.2216525
Rusch, M. (2023). Application of digital technologies for sustainable product management in a circular economy: A review. Business strategy and the environment, 32(3), 1159–1174. URL: https://doi.org/10.1002/bse.3099
Sukach, O., Kozlovska, S., & Sushko, N. (2021). Modern management technologies in the hospitality industry. Baltic Journal of Economic Studies, 7(3), 168-176. https://doi.org/10.35335/enrichment.v12i2.447
Thommandru, A., Espinoza-Maguiña, M., Ramirez-Asis, E., Ray, S., Naved, M., & Guzman-Avalos, M. (2023). Role of tourism and hospitality business in economic development. Materials Today: Proceedings, 80, 2901-2904. https://doi.org/10.1016/j.matpr.2021.07.059
Unlock your stay with the Hilton Honors app. URL: https://www.hilton.com/en/p/hilton-honors-mobile-app/ (date of the application: 10.12.2025)
Waqanimaravu, M., & Arasanmi, C. N. (2020). Employee training and service quality in the hospitality industry. Journal of Foodservice Business Research, 23(3), 216-227. https://doi.org/10.1080/15378020.2020.1724850
Zibarzani, M., Abumalloh, R. A., Nilashi, M., Samad, S., Alghamdi, O. A., Nayer, F. K., & Akib, N. A. M. (2022). Customer satisfaction with Restaurants Service Quality during COVID-19 outbreak: A two-stage methodology. Technology in Society, 70. https://doi.org/10.1016/j.techsoc.2022.101977
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