Hotels face a future in which the strength of their brand has dwindling influence over customer choice. But the hotels that can get branding right in a digital era face a clear opportunity to grow market share.
When finding a hotel, leisure travellers increasingly rely on online travel agencies (OTAs) like Expedia and Booking.com, or meta-search engines such as Trivago and Kayak to find a good deal and read other consumers’ feedback. As a result, convenience and price are overtaking brand recognition as the driving forces behind leisure guests’ booking decisions. In the digital world, hotel brands are becoming less visible.