Process innovation is increasingly becoming the most essential feature of providing services to customers in the hospitality industry. The focal point in the process innovation is to make the service delivery a customer’s delight throughout its journey and at the same time create a name for itself in the market. Hotels and other service providers are adopting new technologies for upgrading their service flow process, e.g., self-check-in system, online booking system etc. The digital revolution is moving forward at an unprecedented rate in human history, and businesses in the hospitality industry are well aware that for their survival they need to be on board in this journey of transformation. In the era of digital transformation, businesses face the unique challenge of balancing technology upgradation with keeping the ethos of hospitality, so there is a need of adopting the right technology and the right strategy for a specific business. A successful digital transformation system can make a significant impact on the profitability and brand value of the company or it may result in doom if went in the wrong direction. An attempt has been made by the authors in this article to explain the challenges and opportunities that lie in process innovation strategies in the hospitability industry, especially in the era of digital transformation.

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Keywords: Process Innovation, Hospitality Industry, Service Delivery, Self-Check-in System.