The purpose of this study is to evaluate how digital innovation has been applied in various hotels in Copenhagen. In the era of digitization, the hospitality industry changes rapidly for customer satisfaction, competitiveness in the market, efficiency, and increase sales. The potential use of digital technologies in the hotel business identifies a number of issues and offers solutions that involve the implementation of new digital technology. The research objective of this paper is to find the implementation of digital innovation in hotels.

The digital initiatives in the hospitality industry are a product of a well-planned and executed innovation adoption process. For the research, the qualitative method and the ethnographic fieldwork are used in the data collection process. The findings suggest that there are various disruptive factors that make it difficult for hotels to implement digital technology including building structure, services, consumer segments, and more. Therefore, to support the research paper, we use the review of disruptive innovation theory for further research.