From Local to Global: Digital Maturity of Turkish Hotel Websites

Abstract

The rapid advancement of digital technologies has significantly increased competition in the hospitality industry. Hotel websites have become a crucial tool for promoting services to potential customers and gaining a competitive advantage. This study aims to evaluate the digital features of Turkish hotel chain websites and compare them with international hotel chains which are facilitating in Turkey. The research examines the extent of digital transformation of Turkish hotel chains’ websites to report and discuss the level of applicability of digital features on their websites by comparing them with international competitors. This research is important as it examines how innovative digital features and AI-driven technologies enhance hotel chain websites, providing insights into their role in improving marketing strategies and strengthening competitive positioning in the hospitality industry. As digital transformation reshapes the global hospitality industry, hotel websites have become essential tools for customer engagement, branding, and competitiveness. This study evaluates the extent of digital feature adoption among hotel chain websites operating in Turkey, comparing Turkish hotel groups with international chains to identify strengths, weaknesses, and opportunities in their digital presence. This research contributes to the growing body of literature on digitalization in emerging hospitality markets and provides practical recommendations for improving digital competitiveness. By identifying underdeveloped areas and benchmarking against global practices, the study offers strategic insights for hotel managers, digital marketers, and policymakers aiming to enhance the digital transformation journey of Turkey’s hospitality sector.