Knowledge and attitudes of hotel managers in Spain on smart hospitality

New communications technologies can enhance both the tourist experience and the efficiency of tourism organisations and destinations. Even though smart hospitality can contribute to brand differentiation, improved performance, and increased client satisfaction, its study has been neglected in previous and fundamentally quantitative and consumer-centred investigations from the supplier perspective within the European context, despite the key role of smart hospitality in the tourism ecosystem. Hotel managers were interviewed in depth, at a mature tourism destination, and their different views, from a micro perspective, on smart hospitality and its implications for practitioners, governmental agencies, and academia were brought to light. The conclusions are that greater effort at all levels is needed to incentivise smart hospitality.