BIG DATA TECHNOLOGIES IN HOTEL BUSINESS

Abstract

This research explores the role of big data in the hospitality industry and its impact on business operations, customer service, and strategic decision-making. By analyzing various applications of big data technologies, such as revenue management, personalized services, and dynamic pricing strategies, the study highlights the benefits of leveraging vast amounts of data for improving operational efficiency and guest satisfaction. This article explores the theoretical foundations of big data in hospitality, studies international best practices, and assesses the current adoption level in the sector. It also provides strategic recommendations for successfully integrating big data technologies in the digital transformation of the hospitality industry. Despite its potential, challenges such as data privacy concerns, integration issues, lack of skilled personnel, and high implementation costs remain. Solutions to these difficulties are also proposed, including security audits, integrated platforms, staff training, and cost-effective cloud solutions.