Insights

In the battle for guests, branding has traditionally been a powerful weapon. Customers, whether travelling for leisure or business, sought familiar names that offered a consistent experience. Innovative loyalty programmes encouraged them to return to the same hotel groups again and again.

Guests are less loyal and more demanding than ever before. They use online travel agents (OTAs) and aggregators to find the best hotels and deals – which helps operators fill their rooms, but at a cost.

Hotels 2020

The hotel industry is going through a period of unprecedented, irreversible change and will look very different in 2020 than it does today.