Digital Transformation: The role of Digital Transformation in the development of Strategic Planning at Boutique hotel’s promotion

Abstract

Digital transformation has evolved from a technological adjustment process into a
strategic reconfiguration mechanism that reshapes business models, competitive
positioning, and value creation. Within the hospitality industry, boutique hotels represent
a distinctive segment characterized by experiential differentiation and personalization,
rendering digital capabilities particularly critical. Despite extensive research on digital
transformation in large hospitality chains, empirical evidence focusing on boutique hotels
remains limited. This study investigates the extent to which digital transformation
influences strategic planning and promotional effectiveness in boutique hotels in Greece.
Using primary data collected from 100 boutique hotels in Attica, the study applies
descriptive statistics and correlation analysis to examine the relationship between
technological adoption and marketing performance. The findings demonstrate a
significant positive association between advanced digital infrastructure and structured
strategic marketing practices. The study contributes to hospitality and digital strategy
literature by linking technological adoption to strategic planning processes within small
scale experiential hospitality firms.

JEL Classification: L83, M31, O33, Z32, L86
Keywords: Digital transformation, Strategic planning, Boutique hotels, Digital Marketing,
Hospitality management