Digital transformation of the hotel and restaurant industry: shift from service to experience ecosystem

Abstract

The paper examines the digital transformation of the hospitality industry as a strategic shift from a traditional service model to a data-driven experience ecosystem. Key technological drivers of this process are analysed, including AI-based predictive personalisation , the creation of digital twins of operations , and the implementation of the Unified Commerce concept for the seamless integration of services. Particular attention is paid to the Ukrainian HoReCa market, for which digital modernisation is a critical condition for post-war recovery, attracting investment, and successful integration into the European economic space.