Benefits And Challenges Of Integrating Guest Service Technologies In Hospitality

This study examines the benefits and challenges of integrating guest service technologies in the hospitality sector between 2020 and 2024, comparing European and U.S. hotels. Using multiple case studies and a structured comparative framework, it analyzes the adoption of Artificial Intelligence (AI), Partner Relationship Management (PRM) systems, Predictive Analytics (PA), and Digital Self-Service Platforms (DP). Results show U.S. hotels favor guest-centric, integrated ecosystems, while European hotels adopt modular, compliance-driven approaches. Key benefits include enhanced guest satisfaction, greater operational efficiency, and increased revenue per available room (RevPAR). Main challenges involve data privacy, high implementation costs, integration difficulties, and reduced personal interaction. The study proposes the GuestTech Profitability Alignment Guide (GPAG), a strategic tool that helps align tech investments with guest expectations and profitability goals. This framework offers practical insights for hotel managers, tech providers, and policymakers seeking to balance innovation, efficiency, and a human-centered guest experience. The study contributes to the ongoing conversation on digital transformation in hospitality by emphasizing context-specific strategies that foster sustainable value creation.