INNOVATIVE ACTIVITY IN THE DEVELOPMENT OF HOTEL SERVICES: ENHANCING GUEST EXPERIENCE AND OPERATIONAL EFFICIENCY IN THE DIGITAL ERA

Abstract

The hospitality industry is undergoing an all-encompassing transformation that has been fuelled by digitalisation, sustainability pressures, and changing demands of the expected guests. This study explores how innovative activities an activity that includes technological adoption, service design, and business-model innovation contributes towards the development of hotel services with special reference to the emerging markets like Uzbekistan. Using the mixed-method scheme that combines literature review, case studies, and semi-structured interviews with Uzbek hotel managers, the paper determines the fundamental drivers of innovation, barriers to adoption, and the measurable effects on the level of guest satisfaction and operational efficiency. It has been found that digital innovations such as contactless check-in, AI-driven customer service, and energy-efficient infrastructure are important contributors to a high quality of the services. However, limited digital literacy, immature regulatory facilitation, and inadequate funding are some of the impediments to mass adoption. The study suggests a national innovation strategy in the hospitality industry, which focuses on the collaboration between the government and businesses, specific subsidies, and personnel retraining. The findings can be valuable to hotelists, policymakers, and investors looking to make the hospitality sector in Central Asia future-proof.