Technological Innovation Management as a Key Driver of Success and Sustainable Development in the Modern Hotel Services Industry

Elisabed Baliashvili; Nana Katsitadze

doi:10.52340/gbsab.2026.57.01

Technological Innovation Management as a Key Driver of Success and Sustainable Development in the Modern Hotel Services Industry

Authors

Elisabed Baliashvili David Agmashenebeli University of Georgia
Nana Katsitadze Tbilisi State University https://orcid.org/0000-0002-7870-1291

DOI:

https://doi.org/10.52340/gbsab.2026.57.01

Keywords:

Hotel Industry, Technological Innovations, Smart Tourism, Artificial Intelligence (AI), Digital Platforms, CRM/CDP Systems

Abstract

In the contemporary global economy, the hotel services industry operates under conditions of rapid technological transformation and increasingly relies on innovative technologies, positioning it as one of the most dynamic and transformational sectors. This study presents an analysis of international academic research that examines the integration of technological platforms, the application of artificial intelligence, marketing automation, the adoption of Industry 4.0 technologies, and data-driven management practices.

The article focuses on two key areas: the integration of technological platforms and Industry 4.0 solutions: a) the development of the Smart Tourism concept and its core components -Digital Twin technologies, sensor-based analytics; b) intelligent service experiences -within the hotel industry.

The analysis reveals that the sector is becoming progressively dependent on complex, data-driven systems such as Customer Relationship Management (CRM) and Customer Data Platforms (CDP). The synergy of these systems enables multidimensional analysis of guest behavior, refined segmentation, demand forecasting, and real-time delivery of personalized services. AI-driven hyper-personalization technologies further enhance guest satisfaction and loyalty while simultaneously strengthening brand perception and competitive positioning.

The study also evaluates the current state of Georgia’s hotel services market. Statistical data from 2019 to 2025 demonstrate a stable growth dynamic both in the total number of accommodation facilities and in key economic indicators. Alongside international hotel chains and authentic Georgian brands, various other categories of accommodation establishments continue to operate within the market.

Consequently, the integration of technological innovations represents one of the most critical strategic directions for Georgia’s hotel industry—driving operational efficiency, revenue growth, guest loyalty, and overall sustainable development. According to the authors, technological innovation yields positive effects across both branded and non-branded hotels, although the scale and depth of integration vary considerably between them.

The article concludes with the recommendation that, to strengthen competitiveness and ensure sustainable development, industry stakeholders in Georgia should implement technological and managerial innovations as rapidly and effectively as possible.

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Author Biographies

Elisabed Baliashvili, David Agmashenebeli University of Georgia

Doctor of Economics, Professor at the School of Business and Technology of the David Aghmashenebeli University

Nana Katsitadze, Tbilisi State University

Ph.D. in Business Administration, Associate Professor Ivane Javakhishvili Tbilisi State University, Tbilisi, Georgia

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