Abstract
Currently, digital transformation and the development of metaverse technology is, alongside advanced data analytics, at the heart of the hotel industry. It is causing changes in economic and business models. The research objective of the study is to evaluate the metaverse more broadly and to identify the potential and risks that the development of this technology brings to the hotel industry. Future research directions for interested researchers are suggested. The metaverse represents great potential for businesses, helping to overcome physical boundaries while creating space for exciting customer experiences and delight, meaningful interactions and brand awareness. They enhance customer communication and relationships, customer decision-making processes, hospitality and unique, personalized guest experiences. Hotels must be ready to adapt to this changing technology to remain relevant in a competitive market. At the same time, there are concerns about the ethical, safe and inclusive experience of the metaverse.
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