Problems of smart technologies implementation in the Russian hotel business

Abstract

The article addresses the problem of smart technologies’ integration in the Russian hotel industry, namely its goals, advantages and disadvantages, barriers, and practicability. The results of the expert interviews with the industry representatives shows that smart technologies do not provide a significant competitive advantage and are not among the strategic priorities of the hotel business. The decision on smart technologies’ integrations significantly depends on the characteristics of the hotel target audience and the hotel positioning. The benefits of smart technologies are seen from the perspectives of the clients and hotel management. However, the study demonstrates that financial, technological, cognitive, and behavioral barriers prevent the widespread penetration of smart technologies into the Russian hotel industry.