Abstract: This study explores adopting digitalization in the hospitality industry. This includes the importance of digital tools, relevant technologies, and industry challenges that exist due to lack of asset management digitalization. Qualitative data was collected from interview samples of ten hotel industry asset managers, IT executives, and technology suppliers. Respondents agreed that the Dubai hospitality industry has the potential to collect a significant amount of data; however is unable to utilize it in an effective way. Respondents also observed that local hospitality management perceived a low value for digitalization. Findings suggest that introducing digital tools has not been a management priority along with a low awareness of tools and benefits. Further, findings imply that the Dubai hospitality industry is not ready to introduce these technologies. Very few Dubai hotels offer mobile app-based services to guests.