Integration of Augmented Reality Elements in Hotel Management: Customer Experience

Abstract

Introduction. The article explores the specifics of integrating augmented reality elements into hotel management and their sociocultural influence on the customer experience. Purpose and methods. The aim of the study is to analyse how the use of augmented reality technologies is transforming management practices in the hospitality industry by improving the quality of customer service and promoting service personalisation. The study employed general scientific methods of cognition: analysis and synthesis, induction and deduction, systematisation, comparison, generalisation, forecasting and modelling methods. Results. The findings show that augmented reality (AR) is developing rapidly in the context of digitalisation, significantly reshaping the customer experience. As of 2025, the global AR market has surpassed 50 billion USD, with around 31 billion USD attributed to the hospitality sector. In hotels, AR technology is actively used to enhance navigation, provide information on tourist attractions, offer virtual room tours, translate menus, and implement interactive 3D interfaces. It has been concluded that these innovations contribute to a higher level of service personalisation, increased customer satisfaction, and engagement, creating a new type of customer-centric environment. Conclusions. The scientific novelty of the study lies in the systematic justification of how hotel management is adapting to the introduction of AR technologies by transforming management models, functions, and processes. At the same time, the research identifies challenges management faces, including the need to consider privacy issues, technical accessibility of services, and the ethics of marketing strategies. The practical significance of the study is reflected in identifying strategic approaches for adapting hotel management to the conditions of digital transformation through the use of AR technologies.