Innovative Potential in the Hospitality Industry: Trends in Georgia
Anano Shanidze
E-mail:ms.ananoshanidze@gmail.com
PHD student of Business Administration Faculty of Economics and Business Batumi, Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0009-0002-6184-4402
Giorgi Tsulaia
E-mail:mr.georgitsulaia@gmail.com
PHD student of Business Administration Faculty of Economics and Business Batumi, Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0009-0007-9600-4565
Nanuli Makharadze
E-mail:maxaradze.nanuli@bsu.edu.ge
Doctor of Business and Management Faculty of Economics and Business Batumi, Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0000-0002-2322-0052
ABSTRACT
The article examines the innovative potential in the modern hotel industry, focusing on the possibilities of applying innovative approaches and current trends in Georgia. In recent years, the number of hotels in Georgia has increased significantly; however, the sector still faces challenges related to service quality and the lack of efficient management systems. Many hostels, guesthouses, and short-term rental services are still unable to fully implement electronic process management. The study analyzes how small, medium, and large hotel enterprises utilize data analysis and visualization tools, which enable them to make rapid adjustments in hotel management and optimize operational processes. Research findings indicate that the insufficient use of such tools in Georgia often leads to a mismatch between service delivery and market demand.
Furthermore, the paper emphasizes that the study of innovative potential is essential for the continuous improvement of service quality in the hotel industry. International practice demonstrates that hotels that regularly apply benchmarking analysis are more successful in implementing marketing strategies, enhancing service standards, and improving financial performance. For Georgia, as a developing tourism destination, this practice represents a critical component for achieving long-term growth and competitiveness.
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