Although less prominent than in the U.S. market, hotel chain penetration continues to grow throughout Europe. However, with travel becoming increasingly digital, existing relationships are being disrupted. Digital is facilitating the introduction of new and innovative business models, many of which will have far reaching consequences for how the sector operates and the future role of hotel brands. Unfortunately for hotel brands, the growth of the digital economy is upsetting the distribution apple cart, with the portfolio of benefits traditionally provided being attacked from all sides, causing many hotel owners to reflect on the cost / benefit of chain membership. The digital revolution is also causing many of the brands themselves to question exactly what range of services, and in what format, and with which business model, they should o er to their member properties? Get the full story at Hospitality.Net's - The Hotel Yearbook Special Edition - Digital Marketing (free registration)