<![CDATA[The hospitality industry is facing increasing pressure from digital transformation,shifting customer expectations, and growing demands for operational efficiency. Inthis context, smart hospitality has emerged as a strategy that integrates digitaltechnologies with high-value service experiences. However, digital transformationwithin merger contexts often generates significant challenges related toorganizational 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 integrationtoward smart hospitality. The study concludes that the success of smart-hospitalitymergers depends on human-centered, organizational development–based changemanagement. It recommends participative change strategies, strengthenedstakeholder management, and the gradual integration of high-touch and high-techvalues to support sustainable merger outcomes in service industries withindeveloping countries.]]>
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