Digitalization and Platform Competition in the Hotel Industry
Master thesis
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https://hdl.handle.net/11250/3156471Utgivelsesdato
2024Metadata
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Sammendrag
The emergence of digital platforms has challenged incumbent firms, driven innovation and forced incumbents to adopt new technologies. One industry that has faced competition from digital platforms is the hotel industry. The disruptive business model of these platforms has challenged the hotel ́s traditional business model, their service offerings, as well as affected their revenue streams and market position. Both P2P platforms such as Airbnb and Finn.no, and OTAs like Booking.com and Hotels.com, have pushed hotels towards a digital transformation. There is limited research on strategies that traditional hotels can employ to succeed in the digital transformation and compete successfully with digital platforms. A lack of research providing practical guidelines for hotels, indicate the need for more research. Therefore, we aim to address the research gap by investigating how digitalization and platform competition are affecting hotels. Through a qualitative study with hotel managers and industry experts, we explore opportunities, challenges, and strategies for hotels undergoing digital transformation. The study aims to give hotels practical insights into how they can navigate the transformation, to keep up with digitalization and to successfully compete with the disruptive business model of digital platforms. The findings suggest that both digitalization and platform competition are increasingly affecting the hotel industry, providing several opportunities, challenges, and strategies for hotels in the digital transformation.