Digital social responsibility (DSR) is an emerging concept within the hotel sector. DSR is a contemporary evolution of corporate social responsibility (CSR), shaped by the rapid expansion of digital technologies and the increasing importance of online platforms in business-society interactions. DSR is defined as the ethical and transparent use of digital tools and platforms to address social and environmental challenges, enabling firms to extend their responsibility into the digital domain. CSR is widely understood within the corporate world, including the global hotel sector. Yet, there has been no thorough interrogation of DSR, and its impact remains underexplored, particularly in service industries such as hospitality and hotels. As noted by Al-Omoush et al. (2026), previous considerations around CSR within the hotel sector have not sufficiently integrated internal organizational factors – such as ethical standards and leadership commitment – with external pressures like stakeholder expectations and competitive forces. As such, leaders within the hotel sector need to consider how these internal and external factors influence DSR adoption and how, in turn, DSR shapes organizational outcomes.According to Al-Omoush et al. (2026), DSR adoption is driven by three primary determinants.Leadership commitment is an integral and moderating factor when it comes to DSR uptake within the hotel sector. Leadership commitment is best understood as the extent to which senior executives actively support, promote and invest in CSR initiatives. As noted by Al-Omoush et al. (2026), leadership plays a crucial role in translating external pressures and ethical values into concrete DSR practices. Leaders who are genuinely committed to CSR create a culture that prioritizes social responsibility, allocate resources to DSR initiatives and encourage employees to engage with stakeholders through digital platforms. Furthermore, leadership commitment strengthens the influence of both stakeholder pressure and ethical standards on DSR adoption, demonstrating that organizational change is most effective when driven from the top.Strong and directive leadership is therefore integral to achieving the ideal outcomes of DSR, particularly in relation to collaborative innovation and value co-creation. Collaborative innovation refers to the process of generating new ideas, products, or services through cooperation with stakeholders. Digital platforms play a central role in enabling such collaboration by facilitating knowledge sharing, communication and joint problem-solving. DSR adoption significantly enhances collaborative innovation by providing tools and channels for engaging with diverse stakeholders, including customers, partners and communities. Through these interactions, hotels can develop innovative solutions to social and environmental challenges while also improving their own operations and services. Value co-creation is another key outcome of DSR, emphasizing the collaborative generation of value through interactions between organizations and stakeholders. Unlike traditional models, where value is created solely by the organization, value co-creation involves active participation from customers and other stakeholders in designing and delivering services. DSR facilitates this process by fostering trust, shared goals and mutual engagement. Digital platforms enable customers to provide feedback, customize their experiences and participate in social initiatives, thereby creating value for both the organization and society. This collaborative approach not only enhances customer satisfaction but also strengthens long-term relationships and brand loyalty.The work of Al-Omoush et al. (2026) identifies how DSR spreads within organizations, how external pressures influence strategic decisions and how leadership drives organizational change. It is critical within the hotel sector to align ethical values, leadership commitment and stakeholder engagement to successfully implement DSR initiatives. Hotels are encouraged to leverage digital technologies not only for operational efficiency but also for social impact, using platforms to engage with communities, address societal challenges and co-create value with stakeholders. There is also a clear need for strategic leadership in navigating the complexities of digital transformation and social responsibility. DSR is both a response to external pressures and a driver of innovation and value creation. By identifying key determinants and outcomes, and by emphasizing the central role of leadership, organizations are able to integrate digital technologies with social responsibility objectives. Ultimately, DSR is a critical strategy for achieving competitiveness, sustainability and meaningful stakeholder engagement in the digital era.This review is based on “Digital social responsibility adoption in the hotel sector: determinants and outcomes” by Khaled Saleh Al-Omoush, Agustín Carrilero, Javier Muñoz de Prat and María Fernanda Fernanda Guevara Riera, published in the European Journal of Innovation Management.
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