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This paper is a report commissioned by the Tourism Better Business Scheme with the aim of maximising the economic potential of the tourism/hospitality industry in and around Oxford, Milton Keynes and Reading by improving the competitiveness, professionalism and long-term performance of smaller enterprises. This study is an analysis of the use of IT for business monitoring and marketing looking for the areas of need and to determine how this can best be provided. Current practice within the tourism and hospitality industry it the Thames Valley was investigated using two methods: 1. by use of questionnaire sent to 1039 operators in the area, of whom 24% responded, to obtain information on general trends within the industry; 2. by use of structured interviews with a small number of representative operators focusing on the operation of the business and the attitudes and aspirations of operators. As will be demonstrated in the report, both the questionnaire and the more qualitative study of individual operators identified the small hotel/bed and breakfast sector (1 to 10 beds) as the area where IT is under utilised and where operators would like to be more actively involved. This report focuses on the needs of this sector and how they can be provided for.