Hotel Business Transformation to the Next Normal: A Systematic Literature Review
List of Authors
Nattaporn La-ong-in, Sarinya La-ong-in Thayarnsin
Keyword
Hotel Business Transformation, The Next Normal, A Systematic Literature Review
Abstract
Amid rapidly shifting guest expectations and accelerating digital innovation, this study develops a robust, multi‑dimensional framework for hotel transformation by systematically synthesizing insights from 95 peer‑reviewed articles published between 2010 and 2024. Following the PRISMA protocol, over 1,200 records were screened and vetted through clear inclusion and exclusion criteria, yielding five interconnected dimensions: digital technology integration—from AI‑driven personalization and IoT‑enabled smart rooms to blockchain transactions and contactless services; business model innovation through subscription‑based stays, curated experience packages, and platform partnerships; sustainability practices encompassing renewable energy adoption, waste‑minimization and circular‑economy initiatives, and green certifications; human capital and cultural evolution via agile organizational structures, digital‑skills training, and service‑design thinking; and spatial and service redesign featuring biophilic architecture, flexible communal areas, and robotic assistants. By uniting technology adoption with green transformation, our framework offers hotel managers a clear roadmap for strategic alignment, change‑management, and performance metrics, while providing scholars with a unified lens to explore the dynamic interplay between innovation and sustainable value creation.