<![CDATA[The increasing reliance on digital touchpoints has made it essential for hotels to understand how customers’ online experiences contribute to long-term value and loyalty. This study analyzes the effects of the digital customer journey and customer lifetime value on customer loyalty. It examines the mediating role of customer lifetime value in the relationship between the digital customer journey and customer loyalty. A quantitative approach was employed using purposive sampling, involving 212 guests of Artotel. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.0.0. The findings show that both the digital customer journey and customer lifetime value positively and significantly affect customer loyalty. Furthermore, customer lifetime value significantly mediates the relationship between the digital customer journey and customer loyalty. These findings contribute to theory by providing empirical evidence of the interconnected roles of digital experiences, customer value, and loyalty. The results highlight the importance of developing integrated digital strategies that enhance customer experiences and strengthen long-term customer relationships.]]>
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