Companies in the hospitality industry need, among other things, developed digitalisation and expanded product offerings. The hospitality industry needs to a greater extent adapt its offering based on changing customer behaviour by using existing data from various forms of customer movements for analysis and development of the business. The feasibility study aims to analyse how companies in the hospitality industry use first-party data from, for example, website, booking systems and social media. The feasibility study will also identify the development needs of companies in order to use data as a basis for strategic decisions in the future. The preliminary study is carried out in Sörmland, but the tourism industry network in Eastern Central Sweden closely monitors developments. As a result of the feasibility study, a current situation is expected to be presented and proposals for solutions in the form of implementation projects. Collaboration takes place between the regions as part of identifying common challenges to create a cross-country implementation project.