prof. Budhi Haryanto..2026-05-312026-05-31https://dspace.academy.edu.ly/handle/123456789/2115Moreover, e-business facilitates personalized marketing and customer relationship management (CRM) in luxury hotels. Hotels employ customer relationship management systems to capture guest preferences, behavior, and feedback, allowing them to tailor marketing messages, promotions, and services to individual guest needs. This personalized approach not only enhances guest satisfaction but also fosters long-term loyalty and repeat business. Furthermore, e-business plays a crucial role in revenue management and distribution strategies for five-star hotels. Hotels utilize electronic channels such as global distribution systems (GDS), online travel agencies, and direct booking platforms to maximize room revenue and optimize pricing strategies in real-timeElectronic business, also known as e-business, has become increasingly prevalent in five-star hotels as they seek to leverage digital technologies to enhance operational efficiency, improve guest experiences, and increase revenue streams. In the context of luxury hospitality, e-business encompasses a wide range of electronic transactions, communications, and interactions conducted between hotels, guests, suppliers, and other stakeholders. One of the key aspects of e-business in five-star hotels is online reservations and booking systems.THE INFLUENCE OF DIGITAL MARKETING ON INNOVATIVE