ICT are a primary factor in explaining tourism sector trends, driving competition among destinations and
accommodation segments, and encouraging vertical integration processes along the sector value chain.
From an updated overview of regional sector, this paper investigates the presence of a company website
as well as the penetration rate of web booking engines within Sardinia hotel industry. If only the most
relevant structures have adequate technological equipments, the survey reveals a widespread delay in
adopting appropriate tools for direct marketing. Development potentials are therefore contextualized within the actual institutional framework, aimed to sustain a progressive upgrade of hospitality sector in order to meet renewed tourism market needs.