Konaklama Sektöründe Misafir Hizmeti Teknolojilerinin Entegrasyonunun Faydaları ve Zorlukları

Öz

Bu çalışma, 2020 ile 2024 yılları arasında konaklama sektöründe misafir hizmeti teknolojilerinin entegrasyonunun faydalarını ve zorluklarını incelemekte, Avrupa ve ABD otellerini karşılaştırmalı olarak değerlendirmektedir. Çoklu vaka analizleri ve yapılandırılmış karşılaştırmalı bir çerçeve kullanılarak, Yapay Zeka (AI), İş Ortaklığı Yönetim Sistemleri (PRM), Öngörüsel Analitik (PA) ve Dijital Self Servis Platformları (DP) gibi teknolojilerin benimsenme süreçleri analiz edilmektedir. Elde edilen bulgular, ABD otellerinin daha çok misafir odaklı ve entegre ekosistemleri tercih ettiğini, buna karşın Avrupa otellerinin modüler ve mevzuata uyum odaklı yaklaşımlar benimsediğini göstermektedir. Temel faydalar arasında artırılmış misafir memnuniyeti, daha yüksek operasyonel verimlilik ve oda başına gelirde (RevPAR) artış yer almaktadır. Öte yandan, başlıca zorluklar arasında veri gizliliği endişeleri, yüksek uygulama maliyetleri, entegrasyon zorlukları ve kişisel etkileşimin azalması bulunmaktadır. Çalışma, GuestTech Karlılık Uyum Rehberi (GPAG) adlı stratejik bir araç önermekte ve bu aracın, teknoloji yatırımlarının misafir beklentileri ve kârlılık hedefleriyle uyumlu hale getirilmesine yardımcı olduğunu savunmaktadır. Bu çerçeve, yenilikçilik, verimlilik ve insan merkezli misafir deneyimi arasında denge kurmak isteyen otel yöneticileri, teknoloji sağlayıcıları ve politika yapıcılar için pratik içgörüler sunmaktadır. Sonuç olarak, çalışma, konaklama sektöründeki dijital dönüşüm üzerine süregelen tartışmalara katkıda bulunmakta ve bağlama özgü stratejilerin sürdürülebilir değer yaratımında oynadığı kritik rolü vurgulamaktadır.

Anahtar Kelimeler

• Otellerde Yapay Zeka
• Dijital Dönüşüm
• Misafir Hizmeti Teknolojileri
• Akıllı Konaklama

Benefits And Challenges Of Integrating Guest Service Technologies In Hospitality

Öz

This study examines the benefits and challenges of integrating guest service technologies in the hospitality sector between 2020 and 2024, comparing European and U.S. hotels. Using multiple case studies and a structured comparative framework, it analyzes the adoption of Artificial Intelligence (AI), Partner Relationship Management (PRM) systems, Predictive Analytics (PA), and Digital Self-Service Platforms (DP). Results show U.S. hotels favor guest-centric, integrated ecosystems, while European hotels adopt modular, compliance-driven approaches. Key benefits include enhanced guest satisfaction, greater operational efficiency, and increased revenue per available room (RevPAR). Main challenges involve data privacy, high implementation costs, integration difficulties, and reduced personal interaction. The study proposes the GuestTech Profitability Alignment Guide (GPAG), a strategic tool that helps align tech investments with guest expectations and profitability goals. This framework offers practical insights for hotel managers, tech providers, and policymakers seeking to balance innovation, efficiency, and a human-centered guest experience. The study contributes to the ongoing conversation on digital transformation in hospitality by emphasizing context-specific strategies that foster sustainable value creation.

Anahtar Kelimeler

• Ai in Hotels
• Digital Transformation
• Guest Service Technologies
• Smart Hospitality

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