Exploring the Opportunities and Challenges of the Digital Age in Hotel Business in Subic Bay Freeport Zone

The fast-changing face of technology has played an integral role in the development of the hotel industry. Continuous technological advancements and their adoption in hospitality have presented numerous opportunities and challenges. Researchers have explored these opportunities and challenges within the hotel business in this transformative era of technology. A qualitative research (case study design) method involving semi-structured interviews was used to investigate the digital age's impact on the hotel business in the Subic Bay Freeport Zone (SBFZ). The collected data was analyzed for themes using the Colaizzi method. Based on the analysis, four (4) significant themes emerged. They include a) Hotel Status, b) Convenience, c) Efficiency, and d) Innovation. By leveraging opportunities while effectively addressing challenges, hotels in SBFZ can position themselves for long-term success in an ever-evolving digital landscape. As we continue to explore and adopt these technologies, one thing is sure: the future of the hotel industry is bright, connected, and incredibly exciting.