IMPROVING HOTEL OPERATIONAL PERFORMANCE FOR CUSTOMER SERVICE QUALITY IN THE DIGITAL ERA

This article discusses how operational management at Swiss-Belhotel International is an effort to improveservice quality in the midst of advances in information and communication technology. The Covid-19pandemic has had an impact on the tourism industry and accommodation services, one of which ishospitality. The decrease in the number of hotels that are quite drastic and then has increased must befollowed by an increase in service standards for consumers. Innovation through the use of technology canprovide easy access for hotel consumers to provide comfort and is expected to form customer loyalty.Operational management is one of the main points that must be considered for every existing industry withthe aim of providing comfort and improving the quality of the products produced, one of which is servicefor consumers. The conceptual review used is operational management through the input process,transformation process, output, and feedback. The method used is a qualitative method with literaturestudy. The data sources used are through websites, journals, articles, and other credible sources. Theresults of the study show that Swiss-Belhotel International uses technology in its service operations toprovide convenience for guests or consumers in the hotel. The implementation of the same operationalstandards is certainly one of the challenges considering the reach of Swiss-Belhotel's hospitality businessspread across almost 20 countries. This is a challenge in itself in the midst of human resources in eachregion so that a good strategy is needed between groups to achieve the target in accordance with the hotel'svision.