Customer orientation as a driver of consumer loyalty in the hotel Industry

Abstract

The paper examines customer orientation as a key factor in building consumer loyalty in the hotel industry. It highlights the growing role of digitalisation, personalised services, customer relationship management systems, and artificial intelligence in improving customer experience and satisfaction. The study demonstrates that personalised interactions, emotional engagement, and innovative technologies contribute significantly to strengthening customer loyalty and enhancing the competitiveness of hotel enterprises. The findings confirm that customer-oriented strategies enable hotels to create sustainable competitive advantages in an increasingly digital and competitive tourism market.