The growth of Airbnb and boutique-hotel popularity has increased guest expectations for unique design and decor. At the same time, the ubiquity of mobile devices and the increased influence of millennial travelers means that guests are looking for hotels to better customize service offerings to, for example, their profession, demographic profile or personal tastes. Hotel firms also may be overlooking additional revenue stream opportunities, such as offering guests the chance to buy the type of hotel furnishings and design amenities featured in their rooms or by designing rooms with more flexibility so that they can be rented out for meetings and business purposes, according to Deloitte. "The emergence of boutique brands and other players suggest that many folks are thinking differently in how they participate in the industry," said Ramya Murali, senior manager at Deloitte and one of the authors of the 53-page report. "For the high-end luxury brands, select-service properties or more budget-oriented hotels, they're very clear about the [intended] level of customer service, and, in general, guests understand what they're getting. What we've tried to address is the midsection." Get the full story at Travel Weekly