Building agile hotels in the digital era: The role of digital transformation and renewal capabilities
Clara Cubillas‐Para, Juan‐Gabriel Cegarra‐Navarro, Eva Tomaseti-Solano · International Journal of Hospitality Management · 2026
Digital transformation has become embedded in hotel operations, shifting the sector’s strategic focus from technology adoption to effective exploitation. In this post-adoption context, this study examines whether embedded digital transformation is associated with internal renewal processes (i.e., strategic flexibility and relearning) and externally observable organisational actions reflected in agility. Using primary survey data from 198 hotel managers in Spain, the study applies Partial Least Squares Structural Equation Modelling. The results show significant associations between digital transformation, relearning capability, and agility. Gaussian copula analysis indicates no strong direct relationship between digital transformation and strategic flexibility, suggesting parallel development rather than a causal link. From a managerial perspective, the findings position digital transformation as a strategic resource to be actively leveraged rather than a destination to be achieved. In post-adoption settings, effective practices prioritise exploitation of existing digital assets through data integration, process refinement, and structured learning routines to support agility.