Digital Transformation and Value Innovation

Are Morch
4 min readJul 3, 2022

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.




Are Morch

Digital Marketing Coach | ❤️All things Hotels 🏩 and Digital Marketing | Digital Marketing for Hotels