Touchless transformation in hospitality: Sustainable and managerial perspectives in Ba Ria-Vung Tau, Vietnam

Abstract

This exclusive research delineates the presence and impacts of the touchless technology on the luxury hotels in Ba Ria - Vung Tau, Vietnam. Touchless technology, illustrated by touchless check-in processes, voice-control devices, or AI-generated concierge systems, is considered critically important for increasing customer satisfaction to a new level. It also helps ensure public safety and security by reducing resource use. This qualitative research was conducted through semi-structured interviews with 25 managers from 05 luxury hotels, including general and departmental managers from 4- and 5-star hotels, using Lewin’s Change Model. The results show that touchless technology is a key factor in modernization and achieving competitive advantage.

Nevertheless, the enormous initial investment, along with gaps in employees’ readiness and the threat of cybercrime, makes this idea challenging. Hotels in Ba Ria-Vung Tau are gradually applying touchless technology to refresh their image and fulfill customers’ demands. It also aligns with Sustainable Development Goal (SDG) 8 by achieving sustainable economic growth and resilient infrastructure, as it reduces the use of resources such as paper and electricity.

Additionally, the findings feature how these technologies support operational resilience and service consistency, directly contributing to measurable enhancements in efficiency and guest experience. The results also provide relevant recommendations for hotel managers and policymakers on how of leverage touchless technology across different scenarios. Overall, this study contributes a clearer framework for understanding the strategic value of touchless systems in emerging destinations, offering empirical insights that address both managerial decision-making and long-term technological adaptation in hospitality. This research also represents a new topic for long-term investigation, specifically examining the relevance of touchless services in the hospitality industry, not only from manager perspectives but also from the perspectives of guests and employees.