Mergers and acquisitions, technological innovations and the rise in short term rental sites and OTAs are just a few of the changes that the hotel industry has been facing over the last few years. Asia’s hospitality sector boasts a growth of 4% to 5% per annum5 making it attractive for companies such as Airbnb, HomeAway, Expedia and Agoda to enter the market. Customers are now better informed with sites like Tripadvisor and Airbnb, giving them alternative choices for accommodation. They have also become more empowered through social media, where their voices can drive change. The merger of Marriott and Starwood in September 2016 and AccorHotels and Fairmont-Ra es in July 2016 could be a sign that the hotel industry acknowledges the challenges they will face through these new entrants, resulting in consolidation to increase scale. With the growing threat from the industry’s biggest rival, Airbnb, hotels must rethink their business model by innovating, collaborating and customising to stay relevant. Data analytics is transforming how the hotel industry does business, using big data to formulate strategy. Download the report "Digital Disruption of the Hotel Industry" (PDF 3.6 MB)