Purpose: Through critically reflecting on existing research on information and communication technology (ICT) in hospitality, the purpose of this study is to propose recommendations for future research to further narrow the theory-practice gap.

Design/methodology/approach: Personal experiences along with evidence from the literature provide a foundation for discussion, which is further enriched by integrating industry practitioners’ points of view.

Findings: Single-perspective and technology adoption studies have dominated ICT research in the hospitality literature. Technology effectiveness has often been measured indirectly. Oversimplifying technological issues has limited the generalizability of research findings.

Research limitations/implications: Future studies are suggested to go beyond examining technology adoption, embrace multi-perspective approaches and incorporate a wider range of situational and contextual factors.

Originality/value: Through a unique perspective, this study highlights the limitations of previous ICT research in the hospitality literature and provides suggestions for future research to better meet the needs of practitioners. The arguments presented are not purely from an academic standpoint, as they have been endorsed by senior industry executives.