Digital twins in hospitality and tourism: a theory-informed framework for system-level integration

Purpose This paper aims to explore the integration and impact of digital twins in the hospitality and tourism industry, identifying benefits for operational efficiency, customer experience and sustainability. It explains the current adoption landscape, highlights the value of digital twins, examines implementation challenges and proposes directions for future research and practice. Design/methodology/approach This paper adopts a conceptual, theory-informed approach. Drawing on cross-domain literature spanning digital twin engineering, smart tourism, hospitality management and systems theory, it develops an integrative framework positioning digital twins as a system-level organizing logic for operations. The paper synthesizes existing knowledge to generate a grounded model and research agenda. Findings Digital twins can enhance operational efficiency, personalize customer experiences, improve information integration for decision-making, and support resource management and sustainability in hospitality and tourism. However, challenges such as high costs, technical complexity and data integration issues remain. The paper identifies gaps in research and practice, emphasizing the need for industry-specific frameworks, academia-industry collaboration, and more empirical studies. Originality/value This paper contributes to the emerging discourse on digital twin technology in hospitality and tourism by analyzing its applications and outlining paths for future research and implementation. It serves as a reference for academics, developers and practitioners seeking to apply digital twins in this sector.