The intersection of technology, sustainability and consumer experiences in hospitality and tourism for new horizons

Purpose New technologies, environmental concerns and changing consumer preferences necessitate novel theoretical models for the hospitality and tourism sectors. This viewpoint explores how innovation, sustainability and consumer experiences impact these industries. Design/methodology/approach A literature review on technological advancements, sustainable practices and consumer behavior trends synthesized key findings to develop a theory explaining their intersections. Findings Theory of sustainable technology integration in hospitality and tourism (STIHT identifies and theorizes the dynamic interdependencies between advanced technologies (e.g. AI, IoT, robotics, VR/AR), sustainability practices and the experiential dimension of service delivery. It offers four mechanisms – technological enablement of sustainability, experiential design, feedback-driven adaptation and strategic capability-building – that explain how organizations can simultaneously achieve operational efficiency, sustainability goals and improved guest engagement. The model addresses a gap in the literature by integrating these domains, which are typically studied in isolation. Research limitations/implications There is a need for future research to empirically test and validate the proposed model. Future research should explore the long-term effects of technology and sustainability integration on organizational performance and customer experience. Practical implications This viewpoint offers insights for hospitality and tourism managers and policymakers on effectively incorporating technology and sustainability into their operations. Technology enhances guest experiences, operational efficiency and sustainability. Sustainability reduces environmental impact, improves customer satisfaction and increases brand loyalty. Integrating technology with sustainability, considering the hospitality and tourism industries’ high touch, addresses efficiency and responsible governance demands. Social implications The integration of technology and sustainability enables the hospitality and tourism industries to play an essential role in environmental conservation and social well-being, promoting more responsible hospitality and tourism practices. Originality/value This viewpoint presents a theoretical framework, the STIHT. It offers a comprehensive framework and a roadmap for future research.