<![CDATA[The hospitality industry is facing increasing pressure from digital transformation, shifting customer expectations, and growing demands for operational efficiency. In this context, smart hospitality has emerged as a strategy that integrates digital technologies with high-value service experiences. However, digital transformation within merger contexts often generates significant challenges related to organizational culture and human resources. This study aims to analyze the post-merger crisis between PT. Pesona Tradisional and PT. Tech-Stay, which formed PT. Hospitality Global Indonesia (HGI), particularly focused on cultural integration toward smart hospitality. The study concludes that the success of smart-hospitality mergers depends on human-centered, organizational development–based change management. It recommends participative change strategies, strengthened stakeholder management, and the gradual integration of high-touch and high-tech values to support sustainable merger outcomes in service industries within developing countries]]>
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