<![CDATA[Hotels are increasingly exploring digital transformation by developing in-house booking systems as an alternative to Online Travel Agencies (OTAs). While OTAs enhance market reach and occupancy rates, their high commission fees and limited pricing control impact revenue management. Additionally, technical issues such as data synchronization errors create operational inefficiencies. To mitigate these challenges, some hotels, like Zest Hotel, implement hybrid systems that integrate both OTA and direct booking methods to improve system compatibility and customer engagement. Using qualitative research methods and NVivo for thematic analysis, this study identifies seven key factors influencing ICT adoption in hotels: leadership management, employee competence, organizational culture, structure, resource allocation, strategic alignment, and innovation. Despite limitations in scope, the findings provide a framework for understanding ICT adoption in hotel booking systems. Future research could explore trends such as cybersecurity, artificial intelligence, hotel segmentation, and business sustainability.]]>
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