Aligning agility and proactive market orientation to get ready for Industry 4.0: stop lagging, start logging (In)

Purpose The integration of Industry 4.0 technologies such as robotics and artificial intelligence is transforming the hotel industry. This study aims to identify the factors that strengthen hotel readiness for Industry 4.0, focusing on agility as a core capability and market orientation as a strategic approach to effectively leverage these technological advancements. Design/methodology/approach A quantitative analysis is conducted using data collected from a sample of 198 Spanish hotel managers. PLS-SEM methodology and SmartPLS4 software have been used to perform the analyses. Findings Our findings underscore the crucial role of organizational agility in overcoming structural inertia and challenging established patterns, drawing on the dynamic capabilities theory. This strategic capability prepares hotels to detect latent market demands and adopt a proactive approach to technological advances, enhancing their ability to thrive in an increasingly dynamic environment. Practical implications The results of the study show the importance for hotel managers of adopting agile structures and recognizing the value or market analysis to prepare for and successfully adapt to digital change. Originality/value The originality of this study lies in its pioneering approach to empirically examine the influence of agility on proactive market orientation and readiness for Industry 4.0, filling critical gaps in the literature. This study sheds light on the interplay of these variables in the tourism context, which is experiencing rapid technological advances.