Digitalization in the Hotel Business: Problems and Opportunities in the Implementation of Cloud PMS in Bulgaria

This study examines the adoption of cloud-based Property Management Systems (PMS) in the Bulgarian hospitality industry, emphasizing the benefits and challenges of implementing these technologies. The research explores the perceptions of hotel owners and managers regarding cloud PMS solutions, using surveys and interviews with 250 properties across different categories. Key findings highlight that cloud-based systems enhance operational efficiency, guest satisfaction, and revenue management, but adoption is hindered by resistance to change and lack of training. The study applies Lewin's change management model to illustrate the transformation stages hotels undergo when transitioning to cloud solutions. Recommendations are provided for smoother adaptation, ensuring competitive advantages and sustainable growth.