The hospitality sector is undergoing a transformation, driven by the rise of artificial intelligence (AI), the emergence of hyper-luxury, and an increased focus on resilience. These dynamics are redefining market players' strategies, especially SMEs, which must adapt to these new trends to remain competitive. AI, in particular, plays a central role in optimizing operations and enhancing the customer experience, while hyper-luxury attracts clients seeking unique experiences. However, these developments come with regulatory and ethical challenges, particularly concerning data protection and the preservation of traditional hospitality.
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