Affiliation:
1. Northeast Normal University, Changchun, China
2. Iqra University, Pakistan
3. University of Technology and Applied Sciences, Salalah, Oman
4. Bahria University, Pakistan
5. University of Malaya, Malaysia
Abstract
Corporate social responsibility (CSR) is crucial for family businesses, including hotels, which are a significant employer globally. The COVID-19 pandemic has impacted the hospitality sector, leading to digital transformation and contactless technology adoption in European hotels. To maintain competitiveness, European family-owned hotels should implement sustainable practices, enhance digital connectivity, provide health and well-being amenities, invest in employee training, and adopt contactless technologies. A thorough review of secondary research is conducted to find out the CSR practices implied by European family businesses hotels. It is concluded that incorporating artificial intelligence and machine learning into CSR efforts can strengthen commitment to sustainability and social responsibility. Further, the hotel industry, which holds a market share of over 50% in Europe, is expected to grow at a CAGR of 7.0% between 2022 and 2023. To position the European hotel industry as a beacon of innovation, comfort, and safety, a combination of technology, personalized experiences, environmental efforts, and teamwork will be crucial.