INOVAÇÃO TECNOLÓGICA NO SETOR HOTELEIRO: ESTRATÉGIAS PARA GANHOS OPERACIONAIS COM AUTOMAÇÃO ROBÓTICA DE PROCESSOS E INTELIGÊNCIA ARTIFICIAL

This article analyzes the application of emerging technologies in the hospitality sector, focusing on Robotic Process Automation (RPA) and Artificial Intelligence (AI), and highlights innovative strategies that deliver measurable operational gains. The research is applied, qualitative, bibliographic, and documentary in nature, based on contemporary authors, verified data, and national and international case studies. The results show that the integrated adoption of RPA and AI leads to cost reduction, increased efficiency, personalized guest experiences, and greater digital competitiveness, especially in contexts marked by labor shortages and heightened sanitary requirements in the post-pandemic period. Furthermore, the study emphasizes the role of Brazilian professionals at the forefront of global innovation, contributing to the development of technological solutions adapted to the hospitality industry’s specificities. The analysis bridges theory and practice, providing technical and strategic insights for managers seeking to align innovation with performance in hospitality enterprises.