Roland Schegg is a professor at the Institute of Tourism at the University of Applied Sciences and Arts Western Switzerland in Sierre (Valais). From 2000 to 2004, he was affiliated with the Ecole Hôtelière de Lausanne. He holds a Master’s degree from the Swiss Federal Institute of Technology (ETH Zürich) and a PhD from the University of Geneva. For over two decades, his research has focused on the digital transformation of the tourism industry. His areas of expertise include data-driven strategies, online distribution, social media, mobile technologies, and the adoption of emerging technologies such as artificial intelligence in tourism and hospitality. In parallel, he has also addressed sustainability challenges, particularly focusing on energy efficiency in the hotel sector. In recent years, he is also actively engaged in advancing regenerative hospitality, aiming to foster a more resilient, inclusive, and future-oriented tourism system.