Mapping the landscape of digital transformation and digital technologies in the hotel industry: a comprehensive bibliometric analysis

Purpose The study examines the hotel industry’s digital transformation, emphasizing its impact on customer interaction, operational efficiency, and competitive advantage. It highlights the vital role of Artificial Intelligence, digital technologies, and digital platforms in maintaining relevance, enhancing service delivery, and increasing profitability. Design/methodology/approach The study utilized the Scopus database to identify 239 articles related to the keywords “Digital Transformation,” “digital technology,” “digitalization,” and “hotel,” or “Hospitality.” It used VOS viewer and R studio biblioshiny software to analyze publication and citation patterns, integrating bibliometric factors and bibliographic coupling. Findings Findings reveal a significant increase in research on digital transformation since 2018, with prominent contributors like Buhalis D and Dwivedi YK. Key research hubs include the UK, US, and India, but collaboration with developing countries remains limited and needs more. The study highlights the integration of digital technologies in fostering sustainable development in the hotel sector. Six main research clusters focus on future study topics Virtual Avatar, Digital platform and sharing economy, Artificial Intelligence and Big Data, Digital travelers and hospitality, IoTs in travel, and Hospitality and Tourism education. Research limitations/implications This review paper lacks primary data advantage, highlighting limitations in methodology and generalizability. Future research should consider primary data studies to address these limitations. Practical implications This research offers insights into digital transformation in the hotel industry, which can enhance pricing, guest experiences, and operational efficiency by optimizing pricing, personalizing experiences, and enhancing digital customer engagement through mobile apps, chatbots, and social media platforms highlighting key trends and strategies for improving service delivery and growth, thereby guiding industry stakeholders to stay competitive. Social implications Digital transformation in hotels can improve service but raises concerns like privacy breaches and environmental impacts. To foster trust, equity, and sustainability, hotels must promote balanced technology use and preserve cultural authenticity, enhancing guest and employee satisfaction. Originality/value The examination of research from the Scopus database from 2004 to 2024 bibliometric analysis was conducted to highlight the study’s contribution. Through a comprehensive assessment of the research clusters in this study, essential trends concerning digital transformation in the hotel sector are revealed. Additionally, recommendations for prospective research avenues are put forth.