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sustainability
Article
Digital Transformation in the Chilean Lodging Sector:
Opportunities for Sustainable Businesses
Antonio Farías and Christian A. Cancino *
Department of Management Control and Information Systems, School of Economics and Business,
University of Chile 1, Santiago 8330015, Chile; anfari@fen.uchile.cl
* Correspondence: cancino@fen.uchile.cl; Tel.: +56-2-2978-3331
Abstract: The lodging industry increasingly relies on digital technology and innovations in various
operations in order to develop a competitive strategy and improve their operational activities during
the pandemic. Nowadays, digital transformation is a key element for business sustainability. This
paper presents an industry case study involving four hotels or lodging companies operating in
Chile which have successfully incorporated technology and new communication channels with their
clients, carrying out a digital transformation that is key to the competitiveness and survival of their
businesses. The results show that the impact of digitalization on sales and visibility of companies in
the sector is huge; second, the effects of digital innovation on the management of key processes, both
in the back office and in the front office, is very important; third, the incorporation of technology as
a standard factor in order to be competitive in the industry is a key element; finally, the problems
or obstacles that lodging companies must face in the process of implementing new information
technologies. Without digital innovation, this sector would not have been able to survive in times
Citation: Farías, A.; Cancino, C.A. of pandemic.
Digital Transformation in the Chilean
Lodging Sector: Opportunities for Keywords: lodging sector; hotels; digital transformation; digital innovations
Sustainable Businesses. Sustainability
2021, 13, 8097. https://doi.org/
10.3390/su13148097
1. Introduction
Academic Editors: Marco
The COVID-19 pandemic has increased the need to innovate and generate a source of
Opazo Basáez, Ferran
maintenance for operations, business models and jobs [1]. The latter has been particularly
Vendrell-Herrero, Lorea Narvaiza
important in hotels in different parts of the world, which have experienced, due to the pan-
Cantin and Barbara Motyl
demic that has not yet ended, a decrease in demand, and they currently need to be visible
and show availability at all times and places. In this sense, the incorporation of a digital
Received: 1 June 2021
Accepted: 14 July 2021
transformation of these businesses has allowed them to develop innovations that provide
Published: 20 July 2021
the sustainability that these projects require [2]. It is precisely thanks to these innovations
that millions of jobs and the viability of the sector have been maintained worldwide.
Publisher’s Note: MDPI stays neutral
An extensive list of academic papers on Product-Service Innovation (PSI) show the
with regard to jurisdictional claims in
cases of innovation in manufacturing companies that have changed or adjusted their way
published maps and institutional affil- of competing in the markets [3–11] through the incorporation of services. All this literature,
iations. and its analyzed cases, are examples for other industries, where it is key to understand
the need to innovate as a way to develop new competitive capabilities. In some markets,
it is actually the way to develop sustainable businesses. For instance, the digital services
industry has seen how, through digital innovation, it is possible to influence the purchase
Copyright: © 2021 by the authors.
intention of consumers [1,2,12–15]. Likewise, other industries, such as retail, see it as a case
Licensee MDPI, Basel, Switzerland.
of replicating the adaptive process necessary in PSI and have developed it in a particular
This article is an open access article
way through examples of digital transformations [4,16,17].
distributed under the terms and The introduction of technology has allowed companies to manage their business
conditions of the Creative Commons processes more efficiently and smoothly [18] with regard to their operations, and to become
Attribution (CC BY) license (https:// more appealing from the customer’s perspective when a business is advertised through
creativecommons.org/licenses/by/ social media [19]. The introduction of digital technology in business management has gen-
4.0/). erated multiple benefits. Among them are an increase in productivity, a better experience
Sustainability 2021, 13, 8097. https://doi.org/10.3390/su13148097 https://www.mdpi.com/journal/sustainabilitySustainability 2021, 13, 8097 2 of 17
and, therefore, greater customer loyalty, along with the possibility of accessing new mar-
kets [14,20]. In general, it is currently possible to identify a large number of technologies
that can be defined as applications that deliver information services depending on the
location of the user or the person offering the service [21]. The full potential of these new
technologies is enormous, especially considering the millions of people using ubiquitous
mobile devices, which are not only growing in popularity but also in permanent connection
and as the main means of hiring services [22]. In that sense, it is noteworthy to mention
technologies and applications that allow, among other things, managing marketing promos
and customer notification [23] and also identifying neighborhood stores or the nearby
sector where they are located [24,25]. This has caused a tremendous change for many
sectors and industries where, through digital transformation, they have promoted the
development of business sustainability. For [26], there are typology ranges from business
sustainability, being important those who, along with worrying about the financial sustain-
ability of the businesses, maintain the sustainability in the use of natural resources and
also of the employment conditions for the workers and society in which the organization
participates. In this sense, the digital transformation is supporting the relationship with
the sustainability of businesses by allowing communities, and their workers, to maintain
their jobs, good social conditions and support the good use of natural resources where
they operate, since the existence of companies promotes economic and social development
for the community. This relationship of innovation and sustainability is also an example
seen at PSI. For example, Ref. [9] examined how the computer and electronics industry
developed green servitization as a strategy for supporting flexible and sustainable supply
chain management. Currently, it is essential for companies to develop a managerial men-
tality that allows digital transformation in operations. In that sense, Ref. [27] upholds the
importance of IT and R&D team structures for strategic decisions and to better exploiting
firms’ innovation capabilities.
The main goal of this study is to discuss the key elements and questions that account
for the impact that digital transformation has on the way the lodging sector competes
in a developing economy. In particular for the lodging industry, what are the necessary
resources to innovate in the sector and incorporate elements of digital transformation?
What are the barriers to digital transformation in the hotel sector?
This paper presents an industry case study involving multiple firms in the lodging
sector in Chile. This qualitative study was developed through interviews with senior
executives from four hotels or lodging companies operating in Chile. All of them have
successfully incorporated technology and new communication channels with their clients,
carrying out a digital transformation that is key to the competitiveness and business
sustainability. This change in the development strategy has not only allowed companies to
compete better, but also to be more sustainable over time. It has allowed them to maintain
operational activities in their regions and communities, and thereby employ workers and
the entire production network of those communities that develop thanks to tourism.
This analysis, where we see the characteristics and distinctive elements of each busi-
ness, leads to at least four proposals or results arising from this study, in which specific
guidelines are recommended for companies in the lodging sector, where digital transforma-
tions must be analyzed as a necessity and as an industry standard. Among these proposals,
there is evidence of: first, the impact of digitalization on sales and visibility of companies in
the sector; second, the effects on the management of key processes, both in the back office
and in the front office; third, the incorporation of technology as a standard factor in order
to be competitive in the industry; finally, the problems or obstacles that lodging companies
must face in the process of implementing information technologies.
2. Digital Transformations in Lodging Firms
According to [2], the increasing dependence on digital technology is acknowledged in
many industries, and tourism is no exception. In this sense, it is possible to define the digital
transformation of companies associated with tourism, such as hotels, as a dynamic processSustainability 2021, 13, 8097 3 of 17
that allows transforming the main activities of companies and their value propositions
through the effective use of digital technologies.
With regard to logging firms, different digital tools have changed the way business is
done. Social networks, for example, have made it possible for guests in specific accommo-
dations to share their experience with potential customers from different parts of the world,
generating a new scenario to boost the company’s visibility (awareness) and brand [28].
Social networks, as a means of communication and lodging service marketing, Internet
and mobile applications, as digital channels that facilitate service marketing and customer
feedback, plus information technology that enables the optimization of administrative
processes (reservations, service payment, passenger check-in and check-out, etc.), improve
not only consumer experience and company visibility but also the company’s back office
activities, thus providing an opportunity to improve its performance. Naturally, among
the factors that account for digital transformation, there are also limitations or restrictions
to its development and implementation, which will also be considered barriers to digital
transformation in this work.
On the other hand, the use of information and communication technology (ICT) has
led to ongoing innovation in lodging services, thus better catering to the needs of different
client niches [29–31], while at the same time improving the efficiency and reliability of
lodging firm operations [2,13,32].
2.1. Digitalization and Business Innovation in Hotels
Digital transformation could be understood as the dynamic adjustments observed
in the core activities, processes and revenue models of firms through the effective use
of digitalization or incorporation of digital technologies [2]. Digital transformation has
become essential for companies in any sector, including the lodging sector, to achieve
business objectives, improve service quality, reduce costs and gain a competitive advantage.
Currently [28–30], communication supported by hotel digitization is an integral element of
the service experience. The use of digital solutions can cover various contexts, from actions
to interact with hotel guests, improved visual communication with the use of virtual reality,
functions on hotel websites or the incorporation of innovations in operational processes of
each firm.
For [30], digitalization in business affects the marketing and management of tourism
destinations. In the lodging sector, new information technologies foster business innovation,
contribute to sustainability, improve the accessibility of hotels and landmarks and increase
the productivity, profitability and quality of services. Digital transformation in the lodging
sector could include artificial intelligence and robotics that would result in jobs shifting
from human to nonhuman employees, thus transforming tourism and hospitality from a
labor-intensive industry into a technology-intensive industry [2].
According to [13], a series of assumptions must be reviewed when thinking about
the digital transformation of companies, since the vision of the technologies of the last
century should not be the same as in the current digital world. These outdated assumptions
include the following: customers value human touch; the limit of how far we can automate
our operational processes has been reached; working as an integrated company will slow
us down and stifle innovation; and the strategic assets that brought us success in the
physical world will also be valuable in the digital environment. It will be necessary to
review the adjustments that digitization brings about the value proposition to customers,
the changes and improvements in key business processes and the use of critical and
competitive resources. In the case of the lodging sector, these assumptions could limit the
firms’ ability to innovate.
2.2. Benefits of Digitalization in Lodging Sector
Furthermore, from the customer’s perspective, technology has facilitated the devel-
opment of new hosting options, thus making access to the market more appealing to new
competitors (Airbnb, HomeAway, Wimdu). As a result, the industry has become muchSustainability 2021, 13, 8097 4 of 17
more competitive, forcing companies in the sector to improve their performance in order
to boost revenues and profitable growth [33].
The benefits that technology brings to the hospitality business are so important that
different countries have developed training programs regarding the use of information
technology for this type of business. In Chile, for example, and due to the significance that
tourism has as a major source of income for the country, the government has developed a
training program for tourism companies in general, and for accommodation companies
in particular, in different regions of the country, focusing its efforts on small and medium
enterprises in the industry [34].
As a result, certain businesses have become more appealing, particularly those in the
lodging business, which not only makes the activity livelier but also reaches a potential
market of a much wider range of consumers. For [35], the interest in the buyer–supplier
relationship is very important because it helps to mobilize the time, collaborators and
any financial investment that a company makes more effectively when it understands
its demand better. For [36], the transformation of the organizational practices in a busi-
ness environment adjusted to the use of digital media, including social media, allows to
manage not only activities facing the customer, but also behind the counter (back office).
For example, research is being carried out on aspects such as the active management of
suppliers with social media, which generates significant contributions [37]. This active
management is also fundamental in lodging companies, where the benefits of incorporating
new technologies and applications that improve customer satisfaction and greater demand
also generate positive effects on all back-office activities that have this type of business.
This allows both to generate a particular value proposal to a greater number of potential
customers, and also to make the value chain of the firm more efficient.
Digitalization and business innovation is key for the competitiveness of the lodging
sector, although hotel firms in Chile are lagging behind in using the potential that is offered
by new technologies and digital tools. It is precisely the above, which motivates the present
work. This paper studies the characteristics of hotels in Chile and their relationship with
digitalization and digital transformation as a way to maintain competitiveness, value
proposition for customers and the development of key business processes in the hotel
industry in Chile.
3. Method
The research methodology used in this work is through an industry case study in-
volving multiple firms in the lodging sector in Chile [3,38,39]. This qualitative study was
developed through interviews with senior executives from four hotels or lodging com-
panies operating in Chile. According to [40], case studies have been an essential form of
research in the social sciences and particularly in management. One of the objectives of
this case study is to explain empirical results by identifying a set of stable and independent
elements that, within a specific context, allow setting, in an exploratory way, possible
causal relationships between relevant variables [41].
Data were collected through face-to-face interviews conducted in the first semester
of 2020 using a semi-structured questionnaire designed for the study. The questionnaire
contains questions for three clearly identified stages: (1) The business situation prior to
the digital transformation process; (2) the digital transformation process itself; and (3) the
situation after the digital transformation process. The data collected will be processed
using the content analysis technique.
Four cases of companies in the lodging sector in Chile are studied, particularly hotels
located in the southern part of the country, where tourism is an important activity for
economic development. The choice of this group of hotels was for convenience. Its
executives are close to the university of academics who write this work. Likewise, the
community and the tourist sector depend on the operation of these hotels, which allows
them to be defined as sustainable businesses for each region where they operate.Sustainability 2021, 13, 8097 5 of 17
It is important to analyze the four cases, as two of them are medium-sized hotels within
the Chilean capital, which, despite their challenge of sustaining greater competitiveness,
have shown a significant investment in new technologies (web services and apps) and
social networks to reach their customers (Instagram, Facebook, Twitter, among others).
The other two hotel companies are large international chains operating in Chile. In order
to ensure the reliability of the information, we will keep their names confidential, using
fictitious names for each one. For example, the two Chilean hotel companies, one of them
being a private, non-family-owned hotel, will be called Hotel AB. The second Chilean
hotel, which is a family business, will be called Hotel CD. In contrast, the hotels belonging
to international chains that can be defined as large hotels have been named Hotel EF
and Hotel GH in this paper. The following Table 1 summarises the main characteristics
of each hotel in terms of size, type of property and national or international scope. The
previous information is used to identify some of their characteristics. The interesting thing
about this study sample is that in all cases, the managers declare that their businesses have
enthusiastically embarked on a digital transformation to make their hotel more competitive.
Table 1. Hotels’ main characteristics.
Hotel AB Hotel CD Hotel EF Hotel GH
Number of stars Between 2 and 3 Between 2 and 3 Between 4 and 5 Between 4 and 5
Number of rooms Fewer than 20 Fewer than 20 More than 100 More than 100
SMEs or Large Size SME SME Large Large
National or international chain National Nacional International International
Family or non-family business Non-Family Family Non-Family Non-Family
The questionnaire applied provides a series of variables of interest for the literature
on lodging firms. These variables are related to four major areas of activity and impact
related to digital transformation in different areas of lodging business management:
1. The impact of digitalization on sales and the visibility of companies in the sector.
2. The effects on the management of key processes, both back office and front office.
3. The incorporation of technology as a standard factor in order to be competitive in
the industry.
4. The problems that lodging companies must face while implementing new informa-
tion technologies.
After studying the behaviour of each of the case studies based on the previously
mentioned variables, this paper presents a discussion of the results and implications for
researchers and practitioners of each proposal analyzed.
4. Results
This section presents the findings from interviews with key managers from four
longing companies operating in Chile. As shown in Table 1, the EF and GH Hotels are two
large international hotels or chains, where the highest numbers of rooms per hotel and the
most stars in each one are highlighted, a feature that depends on the services provided
by each company, which include the restaurant, gym, sauna and swimming pool, among
others. However, in the cases of the AB and CD hotels, they are much smaller in size, in
number of rooms, services and, of course, the number of stars.
In the case of the medium-sized hotels, AB and CD, two types of digital transforma-
tions are carried out. Firstly, the incorporation of internet and social network solutions
to make each hotel visible anywhere in the world in terms of its service offerings and
availability of rooms (hotel’s webpage online booking; central reservation systems). In this
case, there are relevant solutions of channel management that control reservations from
different platforms such as booking.com, Expedia, lastminute.com, Airbnb, among others.
Secondly, service automation solutions are implemented, for example, front desk opera-
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