To regain primacy in travel planning, hotels must offer something that competing digital intermediaries cannot.
From a consumer perspective, travel planning opportunities are ubiquitous – many major digital platforms offer some sort of travel planning, whether it be Google, Uber, or even major banks. For hotels, however, it means they face significant challenges in customer acquisition. Third party encroachment on the customer booking journey means higher costs required to achieve visibility in in the eye of the consumer. In order to regain travel planning primacy, hotels need to offer something nobody else can.