In the digital era, the deep integration of the Internet of Things (IoT), big data, and artificial intelligence (AI) is reshaping the competitive landscape of the hotel industry. Smart hotels have emerged as a key direction for industry upgrading, and their marketing models are encountering both new opportunities and challenges. This study systematically analyzes smart-hotel marketing models in the digital context. By examining evolving consumer needs and shifts in decision-making pathways, it explores opportunities in data-driven strategies and channel innovation, while also identifying practical constraints such as data integration and the balance between technological inputs and marketing effectiveness. Building on these insights, the paper proposes an innovation pathway centered on data-driven decision-making, content renewal, end-to-end journey services, and ecosystem collaboration. The goal is to offer theoretical and practical guidance for transforming hotel marketing from transactional touchpoints to relationship-oriented engagement.