Copyright Holder: This Article is Licensed Under: © Jose, Isabel, Ma, Ranyel, Jocelyn (2023) Corresponding author’s email: camaligjocelyn01@gmail.com International Journal of Marketing and Digital Creative, Vol. 1 No. 1 (2023) https://doi.org/10.31098/ijmadic.v1i1.1457 Exploring the Effects of Technological Advancements on Hotel Guests and Employees in Metro Manila: A Comparative Study Jose Ehvenzer P. Legaspi, Isabel Andrea D. Huerto, Ma.Pauline L. Advincula, Ranyel C. Taperla, Jocelyn Y. Camalig * Lyceum of the Philippines University- Manila, Philippines Received: February 1, 2023 Revised: March 15, 2023 Accepted: March 29, 2023 Online: March 31, 2023 Abstract The guests and employees of a 3-star hotel in Metro Manila share a similar perspective on the technological advancements that are being implemented and made available in their establishments. These technological advances have a positive impact on both guests and employees as they greatly improve their stay in the hotel. Although the survey identified some issues, they were mostly rated as moderate by both guests and staff, which suggests that they can be minimized or resolved. Furthermore, there was a significant difference in the impact of technological advances on guests and employees. This highlights the need for the hospitality industry to embrace technological advances in order to provide guests with improved services and employees with the tools they need to work more efficiently. However, it is important to note that this study has some limitations. It only covers guests and employees in a 3-star hotel, which may not be representative of all hotels in the area. Therefore, it is recommended to widen the scope of the study to include hotels with 4 and 5-star ratings to gain a more comprehensive understanding of the subject. Further studies could also examine how technological advances impact the hotel's bottom line and the overall guest experience. Keywords Technological Advancement, Hospitality Industry, Guest Experience, Employee Perspectives, Metro Manila INTRODUCTION Technology encompasses all human interventions and modifications in the natural environment to serve their purposes. It plays a crucial role in every business, including the hospitality industry, and is a significant driver of industry change. The rapid development of the world is strongly influenced by digitalization, which affects both social and economic sectors. Innovation and technology are complex phenomena in tourism, particularly regarding information communication technology and the internet. In the accommodation sector, technology plays a significant role in enhancing customer experience and improving hotel operations' efficiency and quality. The growing demand for technological advances from hospitality stakeholders drives greater technological developments and upgrades to improve guest service management. Introducing technological innovations in various areas of hotel services presents opportunities and challenges for hotel managers and employees, customers, and guests. Successful implementation of technology in hotel organizations can prevent and avoid obstacles and difficulties. Hence, this research focuses on how technological advancements impact selected major stakeholders in the hotel industry, namely guests and employees, and the current technology adopted and its challenges. According to Attala's (2019) article entitled "Smart Technology Reshaping the Hotel Industry," smart hotel technology provides various cost savings and income opportunities across operations, guest experience, and marketing, enabling hotel owners to achieve new levels of profitability. The impact of technology on the tourism industry is significant, with international Research Paper