Features of formation of the concept of digital maturity in the hotel industry

The relevance of the research is due to the need to systematize and clarify the conceptual framework in the field of digital transformation of the hotel business, which is a prerequisite for the formation of methodologically sound approaches to the diagnosis and management of digital maturity of hotel enterprises. This problem is of particular importance in the context of increasing demands on the quality of service, increased competition and the need to ensure the sustainable development of the hotel business in the digital economy. The purpose is to formulate a characteristic of the concept of digital maturity of the hotel business, taking into account its specifics. Objectives : to analyze the existing definitions of digital maturity; to identify the key characteristics of the digital maturity of hotels; to propose a formulation of the concept taking into account the specifics of the hotel business. Methodology . The research was based on a systematic approach, interpretation, analysis, synthesis in relation to the concept and characteristics of digital maturity in the hotel business. Results . The article examines the theoretical and applied aspects of the formation of the concept of digital maturity in relation to the hotel business, analyzes approaches to the definition of digital maturity, presented by both domestic and foreign authors. Based on the generalization of theoretical sources and industry specifics, the interpretation of the digital maturity of the hotel is formulated as the level of its ability to sustainably and strategically integrate digital technologies into business processes, personnel management and guest service. The key characteristics of maturity are highlighted: strategic orientation, organizational flexibility, technological equipment, digital culture and customer-centricity. Digital maturity in the hotel industry must take into account the balance between technology and the human factor. Conclusions . The study clarifies the concept of digital maturity in relation to the hotel business. It has been established that digital maturity includes not only the level of technological development, but also the strategic, organizational and cultural readiness of the hotel for digital transformation. The conclusion is made about the need for an integrated approach to the diagnosis and development of digital maturity to ensure the sustainability of the hotel business in a digital economy.