Digital Transformation and Sustainability in the Hospitality Industry: Pathways for Innovation and Competitiveness

Authors

DOI:

https://doi.org/10.64976/jbtm.2025.004

Keywords:

digital transformation, sustainability, hospitality, smart tourism, innovation, competitiveness, ISO 14001, Green Key

Abstract

This paper synthesizes peer-reviewed research and authoritative industry reports (2014–2025) to explore how digital transformation can enable sustainable practices, generating both environmental and competitive advantages. Drawing on a systematic literature review and illustrative corporate case studies (Hilton, Meliá Hotels International, NH Hotel Group), the paper develops an integrative framework that links digital capabilities (analytics, automation, platforms) with sustainability practices (energy efficiency, waste reduction, circular economy, climate adaptation) and performance outcomes (operational efficiency, customer engagement, resilience). Findings indicate that data-driven decision-making and smart technologies amplify the impact of sustainability strategies, provided firms invest in dynamic capabilities, governance, and human capital. Barriers include high investment costs, regulatory fragmentation, and skills gaps, particularly among small and medium enterprises (SMEs). Policy and managerial recommendations are proposed to operationalize the dual transition under frameworks such as the European Green Deal and the Glasgow Declaration on Climate Action in Tourism.

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Author Biography

Ricardo Pastor, International University of La Rioja

Ricardo Pastor holds a PhD in Tourism from the International Doctoral School of Universidad Rey Juan Carlos, which is part of the Intur Network, and has been awarded a research sexennium by ANECA. He has held academic positions as Assistant Professor, Associate Professor, and Professor at private universities. From 2007 to 2020, he was a lecturer in the Tourism Degree program at the University of Deusto, and he has also taught at Nebrija University and Universidad Europea de Canarias. He is currently a professor in the Master’s programs in Teacher Training, University Teaching, and Innovation in Tourism at Universidad Internacional de La Rioja (UNIR).
He also holds a Master’s in Business Administration, a Master’s in Tourism Planning and Management, and an International Master’s in Chinese Society, Culture, and Economy. His research interests include intermediation and the tourism market, sustainability in tourism, travel agencies and tourist destinations, case studies, and postgraduate training. He has supervised master’s theses (TFM) and served as a member of examination committees.
Ricardo has participated in conferences and published several books and articles on intermediation, sustainability, rural tourism, among other topics. Since 1996, he has collaborated with travel agencies and tour operators, having worked with some of the most prestigious brands in the sector.

References

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European Commission. (2019). The European Green Deal (COM/2019/640 final). Brussels.

Foundation for Environmental Education. (2024). Green Key criteria and guidance. FEE.

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Hilton. (2024). 2023 Goal Tracking and Assurance Statement. Hilton Travel with Purpose.

International Organization for Standardization. (2023). ISO 14001:2015—Environmental management systems. ISO.

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Meliá Hotels International. (2024). 2023 Management Report and Additional Non-Financial Information. Meliá Hotels International.

NH Hotel Group. (2024). Sustainability and environment reports. NH Hotel Group.

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Teece, D. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640 DOI: https://doi.org/10.1002/smj.640

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Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003 DOI: https://doi.org/10.1016/j.jsis.2019.01.003

World Travel & Tourism Council. (2025). Economic impact report 2025. WTTC.

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Published

2025-08-27

Issue

Vol. 1 No. 1 (2025): #1

Section

Articles

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Copyright (c) 2025 Ricardo Pastor

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This work is licensed under a Creative Commons Attribution 4.0 International License.