It is now generally agreed that ICTs are the single greatest force driving change in the
hotel industry and will continue to have dramatic and sweeping implications on how
hotels conduct business in the future. Hotels are expected to position themselves
strongly on the internet to take advantage of its distribution capabilities such as reach,
content dissemination, feedback collection, interactivity, and one-to-one marketing.
Further, current trends indicate that this greater involvement in IT by the hotel industry
will increasingly encompass customer-centric approaches to capitalize on the cost
structure and long-term potential of the internet while at the same time differentiating
products and building lasting value propositions. For many hospitality organizations,
technological advances are at the vanguard of opportunity, yet they represent one of
management’s biggest challenges. Adopting and using new technology systems and
processes entails complicated decision making that requires insights and inputs from
strong research initiatives and organizational commitment. The current research
contributes to the understanding of hospitality organization’s technology strategies and
addresses the call for more theoretical as well as empirical work to better examine the
key issues related to technology strategies.