Technology-Enhanced Personalization in the B2B Hospitality Sector: Balancing Automation and Human-Centric Service Delivery

The B2B hospitality sector, a critical contributor to the global hospitality industry's revenue, faces dual pressures: delivering personalized client experiences and achieving operational efficiency. The integration of advanced technologies, such as Artificial Intelligence (AI), the Internet of Things (IoT), and Customer Relationship Management (CRM) systems, has significantly transformed this landscape. This study investigates the interplay between technology and human-centric service delivery, focusing on how these advancements can enhance client satisfaction without eroding the essential human touch. Employing a mixed-methods approach, the research combines quantitative surveys of hospitality managers with qualitative interviews of B2B clients to uncover nuanced insights. Findings reveal that while technologies like AI and IoT enhance efficiency and personalization, challenges persist, including depersonalization risks and privacy concerns. The study underscores the need for a balanced integration strategy that leverages technology to augment, rather than replace human interaction