Digital Transformation in Japan’s Accommodation Sector

This study examines the potential of digital transformation (DX) in Japan’s accommodation industry through a case study of TAP Hospitality Lab Okinawa (THL), an experimental facility established in 2023. THL exemplifies a modular and stakeholder-integrated approach, combining advanced technologies with multi-sector collaboration. Drawing on insights from an on-site investigation and SWOT analysis, the findings indicate that THL’s innovations—including smart interfaces, contactless services, and robotic systems—significantly enhance operational efficiency and guest satisfaction. Beyond business innovation, THL advances a comprehensive model of tourism DX by contributing to regional revitalization in Okinawa, tourism development, and the cultivation of domestic and local IT talent. Despite certain constraints, the study positions THL as a viable and scalable testbed for accelerating DX adoption across Japan’s hospitality sector.