Russian Federation
The global hotel industry is experiencing a period of rapid digital transformation, characterized by the massive implementation of integrated information technologies. However, as practice shows, the effectiveness of the development of a hotel enterprise depends not only on the technologies themselves, but also on the organizational readiness for change. This study, based on the analysis of 30 international-level scientific publications, as well as the analysis of financial reports of leading hotel corporations, presents a systematic analysis of three alternative strategic options for the implementation of information technologies: conservative, balanced, and transformational. Each option is focused on the organization's specific strategic goals, target audience characteristics, and financial capabilities. The study demonstrates that the choice of the optimal option is determined not by the availability of advanced technologies, but by the strategic vision of management and the readiness of the staff for organizational.
digital transformation of the hotel business, strategic management, information technologies, technological components of an intelligent hotel and their strategic importance, return on investment, organizational change, and technological readiness
1. Accor SA. 2024 Annual Report. Paris: Accor, 2024. URL: https://www.accor.com/en/investors/financialreporting (data obrascheniya: 27.12.2025).
2. Anser M.K., Yousaf Z., Usman M., Yousaf S. Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, EMarketing and Organizational Readiness // Sustainability. 2020, vol. 12, no. 4, p. 1346. DOI: 10.3390/ su12041346. URL: https://www.researchgate.net/publication/339419217_Towards_Strategic_Business_Performance_of_ the_Hospitality_Sector_Nexus_of_ICT_EMarketing_and_Organizational_Readiness DOI: https://doi.org/10.3390/su12041346; EDN: https://elibrary.ru/FVNNAY
3. Ariffin A.A., Maghzi A.A Preliminary Study on Customer Expectations of Hotel Hospitality: Influences of Personal and Hotel Factors // International Journal of Hospitality Management. 2012, vol. 31, no. 3, pp. 727–733. URL: https://www. researchgate.net/publication/257118145_A_preliminary_study_on_customer_expectations_of_hotel_hospitality_Influences_of_personal_and_hotel_factors DOI: https://doi.org/10.1016/j.ijhm.2011.04.012
4. Assaf A., Magnini D. Accounting for Customer Satisfaction in Measuring Hotel Efficiency: Evidence from the U.S. Hotel Industry // International Journal of Hospitality Management. 2012, vol. 31, no. 3, pp. 642–647. URL: https://www.researchgate.net/publication/251547771_Accounting_for_customer_satisfaction_in_measuring_hotel_efficiency_Evidence_from_the_US_hotel_industry DOI: https://doi.org/10.1016/j.ijhm.2011.08.008
5. Benckendorff P., Moscardo G., Murphy L. Tourism and Generation Y. Wallingford: CABI Publishing, 2012. P. 170
6. Bilgihan A., Ricci P. The New Era of Hotel Marketing: Integrating Cuttingedge Technologies with Core Marketing Principles // Journal of Hospitality and Tourism Technology. 2023, vol. 14, no. 1. pp. 95–111. DOI:https://doi.org/10.1108/jhtt0420230095. URL: https://www.researchgate.net/publication/374501638_The_new_era_of_hotel_marketing_integrating_cuttingedge_technologies_with_core_marketing_principles_New_era_of_hotel_marketing DOI: https://doi.org/10.1108/JHTT-04-2023-0095
7. Boston Consulting Group. Future of Travel and Hospitality: PostPandemic Trends 2024. Boston: BCG, 2024. URL: https://www.bcg.com/industries/traveltourismhospitality (data obrascheniya: 27.12.2025).
8. Booking.com. 2025 Traveler Expectations Report. Amsterdam: Booking.com, 2025. URL: https://www.booking.com (data obrascheniya: 27.12.2025).
9. Buhalis D., Sinarta Y. Realtime Cocreation and Nowness Service: Lessons from Tourism and Hospitality // Journal of Travel & Tourism Marketing. 2019, vol. 36, no. 5, pp. 563–582. URL: https://www.academia.edu/38606553/Buhalis_D_ Sinarta_Y_2019_Real_time_co _creation_and_nowness_ service_lessons_from_tourism_and_hospitality_Journal_of_ Travel_and_Tourism_Marketing_36_5_563_582 DOI: https://doi.org/10.1080/10548408.2019.1592059
10. Deloitte Global. Digital Transformation in Hospitality: The Future Guest Experience. Global Hospitality & Leisure Report 2024. London: Deloitte, 2024. URL: https://www.deloitte.com/ global/en/industries/hospitality (data obrascheniya:27.12.2025).
11. Diwan S. Optimizing Guest Experience in Smart Hospitality: Integrated FuzzyAHP and Machine Learning for Centralized Hotel Operations with IoT // Alexandria Engineering Journal. 2025. Article 051. DOI:https://doi.org/10.1016/j.aej.2024.11.051. URL: https://www.researchgate.net/publication/389471662_Optimizing_guest_experience_in_smart_hospitality_Integrated_ fuzzyAHP_and_machine_learning_for_centralized_ hotel_ operations_with_IoT EDN: https://elibrary.ru/ALYTPS
12. Gajić T., Petrović M., Milanović Pešić A., Conić M., Gligorijević N.J. Innovative Approaches in Hotel Management: Integrating Artificial Intelligence (AI) and the Internet of Things (IoT) to Enhance Operational Efficiency and Sustainability // Sustainability. 2024, vol. 16, no. 17, p. 7279. URL: https://www.researchgate.net/publication/383360896_Innovative_Approaches_in_Hotel_Management_Integrating_Artificial_Intelligence_AI_and_the_Internet_of_Things_ IoT_to_Enhance_Operational_Efficiency_and_Sustainability DOI: https://doi.org/10.3390/su16177279; EDN: https://elibrary.ru/NKNJHB
13. Getty J.M., Getty R.L. Lodging Quality Index (LQI): Assessing Expectations and Perceptions of Quality // International Journal of Contemporary Hospitality Management. 2003, vol. 15, no. 2, pp. 94–104. URL: https://www.researchgate.net/ publication/235267459_Lodging_quality_index_LQI_Assessing_customers'_perceptions_of_quality_delivery DOI: https://doi.org/10.1108/09596110310462940; EDN: https://elibrary.ru/EARFXD
14. Hilton Worldwide Holdings Inc. 2024 Annual Report & Form 10K. McLean: Hilton Worldwide, 2024. URL: https://www. hiltonworldwide.com/investorrelations (data obrascheniya: 27.12.2025).
15. IBISWorld. Global Hotel and Motel Industry Report 2024. Los Angeles: IBISWorld, 2024. URL: https://www.ibisworld. com (data obrascheniya: 27.12.2025).
16. Jahida H.A., Lestari Y.D., Dianawati N. Organization Readiness for ICT Implementation in InHouse Hotel Booking Systems (Study Case: Zest Hotel Sukajadi) // Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis. 2025, vol. 13, no. 3, p. 7946. URL: https://jurnal.unived.ac.id/index.php/er/article/view/7946 DOI: https://doi.org/10.37676/ekombis.v13i3.7946; EDN: https://elibrary.ru/VWSHDK
17. JLL Hotels & Hospitality. Global Hotel Trends 2024. Chicago.
18. Kattan Z., Aljawarneh N., Alazzam M., Rawashdeh O. Technology Application and Hotel Innovating Performance: The Moderating Role of Smart Hotel Systems // Mutah Journal for Research and Studies. 2025. vol. 40, no. 2. URL: https:// www.researchgate.net/publication/391419286_Technology_Application_and_Hotel_Innovating_Performance_The_Moderating_Role_of_Smart_Hotel_Systems DOI: https://doi.org/10.35682/mjhss.v40i2.1111
19. Kim J., Lee M., Han H. Smart Hotels and Sustainable Consumer Behavior: Testing the Effect of Perceived Performance, Attitude, and Technology Readiness on WordofMouth [Umnye oteli i ustoychivoe povedenie potrebiteley: proverka vliyaniya vosprinimaemoy effektivnosti, otnosheniya i tehnologicheskoy gotovnosti na «sarafannoe radio»] // International Journal of Environmental Research and Public Health. 2020, vol. 17, no. 20, Article 7455. DOI:https://doi.org/10.3390/ijerph17207455. URL: https://doi.org/10.3390/ijerph17207455 (data obrascheniya: 03.11.2025). EDN: https://elibrary.ru/TNLTYL
20. Koval O., Sereda N. Development of Information Systems and Technologies in the Field of Hotels and Tourism // Social Development: Economic and Legal Issues, 2025, no. 2, p. 08. URL: https://www.researchgate.net/publication/388577379_DEVELOPMENT_OF_INFORMATION_SYSTEMS_AND_TECHNOLOGIES_IN_THE_HOTEL_AND_ TOURISM_BUSINESS DOI: https://doi.org/10.70651/3083-6018/2025.2.08; EDN: https://elibrary.ru/KSYAWN
21. Buhalis P.D. (2020) ‘Technology in tourismfrom information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article’, Tourism Review 75(1).” DOI:https://doi.org/10.1108/TR0620190258. URL: https://www.academia.edu/40446679/Buhalis_D_2020_Technology_in_tourism_from_information_communication_ technologies_to_eTourism_and_smart_tourism_towards_ambient_intelligence_tourism_a_perspective_article_Tourism_Review_75_1_ DOI: https://doi.org/10.1108/TR-06-2019-0258
22. Li H., Ye Q., Law R. Determinants of Customer Satisfaction in the Online Hotel Industry: An Application of Online Review Analysis // Journal of Travel & Tourism Marketing. 2013, vol. 30, no. 4, pp. 311–329. URL: https://www.researchgate.net/publication/254240073_Determinants_of_Customer_Satisfaction_in_the_Hotel_Industry_An_Application_of_Online_Review_Analysis
23. Marques L., Borba C., 2017. Cocreating the city: Digital technology and creative tourism. Tourism Management Perspectives, 24, pp. 86–93. https://doi.org/10.1016/j.
24. Marriott International Inc. 2024 Annual Report & Form 10K. Bethesda: Marriott International, 2024. URL: https://investor.marriott.com/ (data obrascheniya: 27.12.2025).
25. McKinsey & Company. The Future of Hospitality: Automation and Guest Experience. 2024. URL: https://www.mckinsey.com/ (data obrascheniya: 27.12.2025).
26. MeliánGonzález S., BulchandGidumal J. A Model that Connects Information Technology and Hotel Performance // Tourism Management. 2016, vol. 51. P. 30–37. URL: https://www.researchgate.net/publication/283085613_A_model_that_connects_information_technology_and_hotel_performance DOI: https://doi.org/10.1016/j.tourman.2015.09.005
27. Melián-González S., González-González J.M., GonzálezRodríguez J.L. Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation is Obtained // Cornell Hospitality Review. 2013, vol. 13, no. 5, pp. 4–10. URL: https://www.researchgate.net/publication/258130558_Online_Customer_Reviews_of_Hotels_As_Participation_Increases_Better_Evaluation_Is_Obtained
28. Neuhofer B., Buhalis D., Ladkin A. High Tech and High Touch – High Impact! Smart Hotel Service Performance and Behavioral Intentions // International Journal of Services and Operations Management. 2018, vol. 30, no. 3, pp. 342–366.
29. O'Neill J. W., Mattila A. S. Strategic Hotel Development and Positioning // Cornell Hospitality Review. 2018, vol. 18, no. 5, pp. 6–17. URL: https://www.researchgate.net/publication/258130429_Strategic_Hotel_Development_and_Positioning_The_Effects_of_Revenue_Drivers_on_Profitability
30. Pew Research Center. Technology Use Among Travelers 2024. Washington, DC: Pew Research Center, 2024. URL: https://www.pewresearch.org (data obrascheniya: 27.12.2025).
31. Pilepi ć L. Application of the Information Technology in the Hotel Industry // Tourism Hospitality Management. 2020, vol. 8, no. 1–2, p. 19. DOI: https://doi.org/10.20867/thm.8.1-2.19
32. PwC. US Hospitality Directions: May 2025. 2025. URL: https://pwc.com/us/en/industries/consumermarkets/hospitalityleisure (data obrascheniya: 27.12.2025).
33. Rauch D.A., Collins M.D., Nale R.D., Barr P.B. Measuring service quality in midscale hotels. nternational Journal of Contemporary Hospitality Management, 27, pp. 87106. https://doi.org/10.1108/ijchm0620130254. URL: https:// www.emerald.com/ijchm/articleabstract/27/1/87/123717/ Measuringservicequalityinmidscalehotels?redirected From=fulltext DOI: https://doi.org/10.1108/IJCHM-06-2013-0254
34. Sevryukov I.Y. Tourism and Hospitality Digital Transformation: Potential, Trends and Regional Aspect // Journal of Economics, Entrepreneurship and Law. 2025, vol. 15, no. 3, pp. 1739–1758. URL: https://1economic.ru/lib/122286 DOI: https://doi.org/10.18334/epp.15.3.122286; EDN: https://elibrary.ru/YIFLBW
35. Statista. Global Smart Hotel Market Size. 2024. URL: https:// www.statista.com/outlook/emo/smarthotels/worldwide (data obrascheniya: 27.12.2025).
36. STR Global. Hotel Tech Adoption Report 2024. Hendersonville: STR Global, 2024. URL: https://str.com (data obrascheniya: 27.12.2025).
