Energy reduction technologies as catalysts for digital transformation and sustainable operations: Evidence from the hotel industry

Abstract

The hospitality sector is facing growing scrutiny over its energy consumption and carbon emissions, placing hotels under pressure to pursue net-zero greenhouse gas (GHG) targets while maintaining high service quality. This study investigates the adoption of energy reduction technologies in the Irish hotel industry and their link to sustainable hotel operations through digital transformation, specifically via the adoption of robotics, AI and service automation (RAISA). Survey responses were collected from various star category hotels within Ireland. Valid survey responses were included in the data analysis which involved linear regression and bootstrapping. The theoretical underpinning of the study was diffusion of innovations theory. Results indicated an uneven adoption, with energy software and automation systems being more prevalent among innovators and early adopters, while technologies such as smart thermostats are more common among the late majority. Energy software strongly correlates with overall RAISA adoption, highlighting its role as a digital enabler. The study indicates that the adoption of sustainability-driven energy reduction technologies can bolster broader digital adoption. By demonstrating how sustainability-driven energy reduction technologies can catalyse broader digital transformation, the study provides actionable insights for hotel managers seeking to enhance operational efficiency and sustainability, as well as for policymakers aiming to design targeted interventions that accelerate technology adoption across the sector. The research also contributes theoretically by linking energy management to RAISA adoption within the framework of the diffusion of innovations, offering a model for understanding technology adoption pathways in the hospitality sector.