The hotel industry is not immune to change and disruption in all phases of the business. Airbnb and other sharing-economy sites are changing the way some consumers think about accommodations. Online travel sites continue to change the landscape of hotel distribution, creating new challenges for hotel marketers and revenue strategists. Even hotel real estate financing is undergoing change as new funding alternatives, such as crowdsourcing, auctions and EB-5, provide additional channels for owners and developers. The Broad College of Business and The School of Hospitality Business recently conducted an event in San Francisco titled Hospitality Industry Disruptive Innovation Forum: Action-Reaction. This article summarizes some of the insights generated at the forum to create a better understanding of the new business models and strategies for companies to adapt and position traditional hotels for success. Get the full story at Hotel News Now