Understanding the challenges and practices of hotels responsible innovation in the digital era

Responsibility has become a key theme attracting the attention of hospitality scholars and practitioners. While existing studies have primarily focused on addressing environmental and social issues, they have often overlooked the applications of emerging digital technologies in a responsible manner. Given that digital technology has become an integral part of hotels’ daily operations, this chapter investigates the challenges and practices of hotels’ responsible innovation in the digital era. Specifically, it identifies key challenges faced by hotels, including disintermediation, algorithmic visibility, and brand commoditization. Furthermore, this chapter outlines digital technologies adopted by hotels and their responsible applications. Overall, this chapter contributes to the field of responsible innovation in hospitality and offers practical guidance for hotel practitioners navigating the ever-evolving digital landscape.