This study analyzes how boutique hotels in the Basque Country integrate
contemporary technologies while maintaining their cultural identity and focus on the
guest experience. These establishments, which are renowned for providing distinctive and
regionally inspired experiences, must overcome the problem of modernizing without
sacrificing the principles that distinguish them from bigger hotel chains.
The aim of my research is to figure out in what ways can Basque Country boutique
hotels strategically incorporate modern technologies to improve operational efficiency
while simultaneously maintaining their particular identity and offering clients the unique
guest experience that they seek.
To conduct this study, a thorough literature review was performed and interviews
with hoteliers were conducted. These interviews, which complemented the theoretical
research with real-world experiences from business experts, offered insightful
information about the strategic choices that direct the use of technology in these hotels.
The study concludes that these hotels prioritize operational efficiency through
management systems (PMS), rather than guest-oriented technologies such as augmented
reality or artificial intelligence, which are less common. Technology integration is
carefully done so as not to compromise the cultural authenticity and personalized
experiences that characterize these hotels. In addition, sustainability emerges as a key
factor in the adoption of technologies, with a focus on responsible and eco-friendly
practices. However, challenges include infrastructure limitations, such as connectivity in
rural areas, and the high cost of advanced technologies. In conclusion, the success of
technology integration in boutique hotels depends on strategic decisions that balance
efficiency, sustainability and preserving the unique character of these establishments.
