The Negative Aspects of Digital Transformation Adoption in the Hotel Industry: A Comprehensive Narrative Review of Literature

Digital transformation (DT) in the hotel industry is a major focus for re-searchers because of its impact on business operation and customer experience. Most studies have looked at the advantages and applica-tions of digitalization. However, there are several emerging challenges that hoteliers need to tackle when adopting DT. This narrative review aims to explore the challenges that DT has brought to the hotel indus-try. The study focuses on the negative impacts of DT drivers in hotels through a detailed analysis. The articles published between 2010 and 2024 were identified by searching Web of Science, Scopus and Google Scholar. These include concerns about data security and pri-vacy, potential job losses, excessive dependence on technology, dis-parities in digital access, implementation costs, managing online re-views and reputation, dealing with information overload, facing compe-tition, sustainability, and maintaining personal interactions. Out of 98 identified published documents, only 30 met the criteria for inclusion in the analysis. The findings show that despite the promises of improved efficiency and customer experience, the hotel industry's DT is facing challenges. It is crucial to carefully navigate the integration of digital tools to minimize these negative impacts and maximize the benefits for both guests and hoteliers.