Why is IT is described as the forgotten element in the hospitality industry of UK? For over a decade, the best hotels in the UK have significantly underinvested in IT. With this, the hospitality industry in the UK has faced serious consequences. The emergence and dominance of OTAs or Online Travel Agents in the recent years have provided great impact in the bottom line profits of the hotels in the UK. To be able to surface and win the battle against OTA and to generate bookings through their own proprietary websites, IT investment is needed. In addition to this, the hospitality industry has fallen behind on the other service industries especially in addressing the revolution of data insights. As a result, the best hotels in UK are not as competitive as they should be in the loyalty schemes and customer relationship management field. With the fast changing technology and with today's competitive climate, investing to the right IT can be crucial.