At a recent HSMAI event in London, keynote speaker Steven Van Belleghem spoke to local hoteliers about the role of digital in the human-centric hospitality industry. Entitled “When Digital Becomes Human,” the presentation challenged hoteliers to think about digital would evolve and the role it would play in consumer decision-making. Van Belleghem made a point to ask the hoteliers how many of them loved—and immediately a collective groan in the audience indicated the general opinion of the OTA giant. In contrast, however, when asked how many actually used the site to book hotels, the majority of the audience indicated that they had. It comes back to convenience. As Van Belleghem explained, “We don’t fall in love with brands anymore, we fall in love with the interface.” Get the full story at Travel Tripper