Аннотация
This study examines the relationship between the digital transformation of the hotel industry and the emergence of the organizational identity of a smart hotel. Understanding this correlation is a key factor for successful adaptation to Industry 5.0, which is reshaping the hospitality sector. A systematic review of academic literature was conducted, focusing on the digitalization of the hotel business, the implementation of intelligent technologies, and the impact of these factors on organizational identity and customer experience. This research offers a new perspective on the digitalization of the hospitality industry by considering it not only as a technological process but also as a transformation of organizational identity. Its significance lies in identifying strategic areas of digital modernization in the hotel sector within the context of Industry 5.0 and in developing mechanisms to create sustainable synergy between humans and technology. The novelty of this study lies in its conceptual approach to digital modernization in the hospitality sector. This approach is based on the customer-centric Industry 5.0 model and the development of mechanisms that foster synergy between humans and technology – a key factor in improving service quality and ensuring sustainable industry development. The results show that digital transformation – including service automation, artificial intelligence, and Internet of Things (IoT) solutions – has a significant impact on redefining the role of the hotel, shifting it from a traditional service provider to a personalized, technologically integrated ecosystem. It was also found that a hotel’s organizational identity simultaneously influences the selection and implementation of digital solutions.