DIAGNOSIS OF DIGITAL TRANSFORMATION IN HOTEL BUSINESS: CASE STUDY AT THE HOTEL NACIONAL DE CUBA

In the tourism sector, digital transformation is not an option, but rather an imperative, both to achieve a sustained increase in visitors and in the continuous improvement of the service provided to the client. Tourist-centric digitization is a prerequisite for being able to respond to growing consumer demands and remain competitive. From the administration of the hotel facilities, it is necessary to carry out a permanent monitoring of the operation of all internal operational processes and of the services offered to tourists through the use of digital technologies. In this scenario, the customer experience, increasingly immersed in digital technology, is a key element. This article offers a methodology for diagnosing digital transformation in the hotel sector, by combining a Digital Maturity Model with techniques of Empathy Maps and customer experience, which is applied to the Hotel Nacional de Cuba, as the case study, where there are the necessary readiness conditions to adopt a comprehensive digital transformation, supported by a digital strategy that has been deployed some years ago. Finally, recommendations are made to the hotel based on the main findings of the study.