The use of the technology roadmap has become a key tool for forecasting future market directions and technological developments, and it is a basis for making strategic decisions. The literature highlights its usefulness, especially in key technological areas, to guide and prioritize company investments in Research & Development (R&D). Our work is based on the application of this approach to a key technological area, one that is prioritized at the country level - renewable energies. The research focused on data from the case study of a company in the hotel sector located in a city in the Colombian Caribbean region. The development of the study facilitated the definition of technological objectives, the selection of strategic alternatives and the planning of innovation actions in a company in the hotel sector that seeks to incorporate photovoltaic energy as part of its sustainability strategy.