TRANSFORMATION OF THE HOTEL PRODUCT IN THE DIGITAL AGE

Ljiljana Kosar; Nikolina Kordić

Ljiljana Kosar The College of Hotel Management, Beograd
Nikolina Kordić

Abstract

The paper deals with the definition and perception of the basic features of the hotel product. It starts from its complexity, heterogeneity and intangible nature. The digital age necessarily imposes the transformation of the hotel product by using smart technologies that change its material elements. The paper points to examples of digitalization of some components of the hotel product. It is shown that digitization inevitably diminishes the need for the direct contact between hotel staff and guests. In this context, we want to answer the question of whether the hotel product will partially lose the service dimension that implies the exchange of emotions among people. In conclusion, the importance of finding an optimal relationship between individualization and digitization of the hotel product is emphasized.

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