Digitalization of Business Processes in the Hospitality Industry

Abstract

This research is related to the study of technologies for the digital transformation of business processes in the hospitality industry on the example of Ribas Hotels Groups - the leading hotel chain in the Ukrainian hospitality industry. This article aims to study the main trends and features of the digitalization of hospitality industry enterprises’ business processes. We built the methodology on a qualitative approach, which involved analyzing the results of semi-structured interviews with Ribas Hotels Groups’ top management through digital communication means. The results show the main trends in digitalizing enterprises’ business processes. The first tendency is to form an integrated value chain by introducing software products that provide personalized service to customers by combining them in a single virtual space. The second tendency is the introduction of effective and innovative business processes that transform the traditional basic operations of hospitality industry enterprises. Finally, the trend in the hospitality industry to be client-oriented and improve service determines the enterprises’ digitalization level. It’s making it possible to personalize the client’s experience in receiving services. The main features of digitalization are: analysis and selection of software products for hotel needs (room stock, priority business processes, and problems), which reduces the cost of digitalization; gradual improvement of essential business processes for the needs of the hotel chain object; transformation of effective business processes into innovative ones thanks to new level software products and technologies - big data analysis, artificial intelligence, customer interaction algorithms embedded in software solutions. Precisely the use of these technologies provides the company with additional value, additional profit, forms the brand and position in the market, and customer loyalty.