Purpose – The purpose of this paper is to apply institutional theory to demonstrate if and how mimetic, coercive and normative pressures shape technology adoption in hotels and lead to institutional isomorphism. Design/methodology/approach – The study uses a qualitative approach involving interviews with managers representing 20 different hotels. A theory-driven thematic analysis was carried out with institutional theory concepts serving as guidance. The data analysis involved three phases, namely, preanalysis, exploration and finalizing of results. Nvivo software was used to assist with the coding. Findings – The results show signs of isomorphism on a large scale across several items related to technology adoption practices and uses of technological tools. For instance, hoteliers adopt similar standards, feel the need to mimic competition and all strive to be well-evaluated on sites such as TripAdvisor to achieve legitimacy in the marketplace. In contrast, coercive pressures from trade associations or other governing bodies seem to have little influence on technology adoption decisions. Instead, consumers are seen as powerful agents driving technology adoption in the industry. Regarding normative pressures, certification from third parties is perceived as a more important source of legitimization than recognition from government institutions or trade associations. Originality/value – This study contributes to the still limited literature on institutional theory in tourism and provides an alternative perspective to understanding technology adoption from a rational technology Acceptance Model Point-of-View