The Digital Shift in Hospitality: A Comparative Study of JW Marriott and Airbnb

This research paper explores the impact of digital transformation on the hospitality industry by comparing two contrasting models: JW Marriott, a traditional luxury hotel chain, and Airbnb, a digital-native platform. The study uses a mixed-methods approach, combining survey data from customers, employees, and hotel managers with existing literature. It investigates how digital tools are reshaping service delivery, operational efficiency, and customer experience. Key findings highlight the strengths and challenges of both models, concluding that a hybrid approach—merging technology with traditional hospitality values—is optimal for future growth. The paper contributes valuable insights for industry professionals, academic researchers, and hospitality innovators.