Emphasizing the Digital Shift of Hospitality Towards Hyper-Personalization
This chapter aims to review the tech evolution in hospitality, from services to eServices, that will provide hyper-personalization in the hospitality field. In the past, the services were provided by hotels through diligent staff and supported by standardized and weak technology that was not allowed to provide personalized services by itself. Therefore, the study applied K-means and FCM clustering algorithms to cluster online travelers' reviews from TripAdvisor. The study shows that K-means clustering outperforms fuzzy c-means in this study in terms of accuracy and execution time while fuzzy c-means converge faster than K-means clustering in terms of the number of iterations. K-means achieved 93.4% accuracy, and fuzzy c-means recorded 91.3% accuracy.