This article is part of the Hotel Digital Transformer newsletter on LinkedIn. Subscribe to my LinkedIn newsletter where I’ll share tips, ideas, and strategies to help your hotel open its digital gateways.


Value innovation places equal emphasis on value and innovation.

Value without innovation tends to focus on value creation on an incremental scale, something that improves value but is not sufficient to make your hotel stand out in the marketplace to have a good view of what your hotel is offering now. And your hotel might identify that some of these offerings are irrelevant but have never been questioned due to long-held industry standards.

Innovation without value tends to be technology-driven, market pioneering, or futuristic, often shooting beyond what employees and customers are ready to accept.

Digital transformation today represents a dramatic change in conditions and character. It is as much about people as it is about new technology.


Over the last years, we have seen exceptional growth in hotels investing in new technology. And the COVID-19 pandemic forced many hotels to make these investments sooner than anticipated and planned.

In many of these cases, the investments did not come as a result of a value innovation or a digital transformation process. These investments came more as a result of FOMO (fear of missing out) which typically creates FUD (fear, uncertainty, and doubt) within the hotel organization.

Value Innovation is the simultaneous pursuit of differentiation and low cost, creating a leap in value for employees, customers, the community, and the hotel.

Cost savings are made by eliminating and reducing the factors the hotel industry competes on.

Consumer value is lifted by raising and creating elements the industry has never offered.


Hotels need to understand that technological innovation does not guarantee success in unlocking new markets.

Technology innovation has to be seen in context with value innovation that focuses on creating a leap in value for consumers.

It’s value innovation, not technology innovation, that creates compelling new markets by offering a leap in productivity, simplicity, ease of use, convenience, fun, diversity, inclusiveness, and environmental friendliness for hotels.

new markets

Most hotels today have a laser view of customers first with a primary focus on current known markets.

Value innovation is the bridge that links technology innovations into unexplored – experience customer markets.

This means hotels should make a shift towards creating experience offers that are meaningful, make life easier, and create quantum leaps in value.


Speed is an essential part of digital transformation today. Just make sure your hotel’s focus on speed is in the right context.

Digital transformational speed represents the ability of machine learning and automation to accelerate every business function, as well as enable new innovative processes that adapt and improve on their own.

It also represents a smarter focus on new tools that apply machine learning to give employees and customers the real-time insights they need to make better decisions.

But the most important aspect of digital transformational speed lies in creating a culture that focuses on exceptional employee and customer experience and change management.

Successful transformation requires dedicated investments in communication, collaboration, and community. Don’t make the mistake just because you opened the digital front doors at your hotel of assuming people will start coming back again.


In Digital Transformation for Hotels, I talked about Working as a team playing as a team, and the importance of building a relationship and making friends first.

Innovation is an important component of a successful digital transformation. But as I discussed in this newsletter innovation has to be seen as part of the bigger picture.

Value innovation is far more likely to lead to the successful creation of an experience offered than technology innovation by itself.

Technology is not what will drive experience customers to hotels. It’s the value that the technology delivers that will attract experience customers.

Over to you

The hotel industry is always changing, especially during a time of crisis. Make sure to future-proof your business and continue attracting new guests by investing in these solutions.

Ready to take your hotels digital transformation to a new level?

Hire a digital transformation coach for a new and bright future!

Contact Are Morch – Digital Transformation Coach today!

Related article: 5 Cost-effective Steps to Start a New Innovative Digital Transformation Shift for Hotels

We are in this together!

I need to let you all know that we are in on this together.  If you need to vent, talk, cry, or just have someone to talk with, I am here listening.

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We will get through this unprecedented event together! #hotelstrong #hospitalitystrong

For any specific information on COVID-19, I recommend going to CDCWHOAHLAAAHOA, and HSMAI. Also, follow information from your local authorities.


The hotel industry still is facing some uphill challenges. Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve, and help us all get through this!! #hotelstrong #hospitalitystrong

About Are Morch

Are Morch is a digital transformation coach helping hotels open their digital gateways, reimagine their processes and culture, and transform experiences in a fast-paced world!

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