Technological innovation is reshaping the hospitality industry, influencing not only day-to-day operations but also the organizational, managerial and competitive models of hotel businesses. This study, extracted from SRM’s annual report Turismo, Imprese & Territorio 2026, explores the growing role of digitalisation and Artificial Intelligence in the Italian hotel sector, highlighting opportunities, challenges and future development paths.

The analysis examines the main areas of AI application, ranging from customer care, marketing, revenue management and online reputation management to back-office operations, human resources, maintenance and cybersecurity. Drawing on a survey of 1,000 Italian hotel businesses, the study assesses the sector’s level of digital maturity, the enabling factors that support AI adoption and the barriers that continue to hinder its widespread diffusion.

Special attention is devoted to Southern Italy, where the transition towards Artificial Intelligence is progressing with specific dynamics, balancing caution and emerging competitive opportunities. The report is further enriched by insights from leading hospitality and innovation experts, offering perspectives on ongoing transformations and the skills required to successfully manage them. The key message is clear: AI is not simply a new technology, but a strategic lever that is set to redefine the future of the Italian hospitality industry.