Hotel Sector Digital Transformation Business Model. A Case Study of the International Hotel Sector Companies in Southern and Eastern Africa

The tourism and hospitality industry is an important pillar of the economic development in the developing countries worldwide. The hotel industry in Southern and Eastern Africa has experienced significant digital transformation in its business models, driven by evolving external environment and internal factors such as innovation, internal marketing, value proposition, technology advancements, consumer preferences, and economic challenges, particularly in the wake of the COVID-19 pandemic. This paper examines the adaptive strategies employed by international hotel sector companies in the region, focusing on the integration of digital technologies, sustainability initiatives, and personalized guest experiences. Utilizing a mixed-methods approach, the results of this paper indicate that hotels embracing technology, innovation, customer relationship management, and empowered employees have seen increased operational efficiency and customer satisfaction. Furthermore, a strong emphasis on sustainable performance using internationally franchised brands has enhanced brand loyalty among business and leisure travellers. Research highlights the importance of market diversification and innovative service offerings in fostering resilience amidst economic fluctuations. This study contributes valuable insights for practitioners in the hospitality sector, offering a framework for navigating the complexities of digital transformation business model and enriching the existing body of knowledge in hotel management.