The Digital Transformation of Hotel Services: Employees' Perceptions on the Reconfiguration of Operational

Abstract

This paper explores employees' perceptions of the digitalization of hotel services, focusing on the reorganization of internal processes. The research, conducted using a qualitative approach, was based on five semi-structured interviews carried out in a large-capacity Black Sea coast Romanian resort. Participants, all working in managerial or operational leadership positions, contributed insights on the implementation of digital platforms (Oracle OPERA, CRM, CRO) and their effects on processes, communication, and guest interaction. Thematic analysis identified three main findings: firstly, the digital transformation is viewed not just as a technological advance but rather as a cultural and strategic transformation; secondly, processes were significantly streamlined by automation and integration; thirdly, the digital systems constitute key instruments enabling data-driven decision-making processes and customized guest services. Digitalization enhances the level of coordination and efficiency, yet the respondents stressed the necessity of ongoing staff training and the sustenance of human interaction as an underlying value of the hospitality industry. This research contributes to the body of research on digital hospitality by adopting an employee-centric viewpoint on technological change. It draws attention to the significant role played by internal perception in the achievement of the success of digitization initiatives and provides practical guidelines on hotels undergoing transformation