Hotel management: Opportunities and challenges in the new context

Abstract

Vietnam's hospitality management industry is growing rapidly amidst post-COVID-19 recovery, digital transformation, and sustainability demands. However, changes in customer behavior, increasing international competition, and high service quality expectations pose major challenges. This study aims to identify current opportunities and challenges and propose sustainable development strategies for the sector. The methodology involved secondary document analysis and interviews with 20 hospitality experts. Findings reveal that digital transformation and domestic tourism growth are key opportunities, while the lack of highly skilled labor and technology costs are major barriers. Additionally, developing hospitality services featuring Vietnamese cultural characteristics is considered crucial to enhancing competitiveness. The study contributes both theoretically and practically, providing a scientific basis for policy formulation and sustainable development strategies in Vietnam's hospitality industry, ensuring its adaptation to the evolving context.