As the flood of third-party intermediaries continues to clutter the booking landscape, hoteliers must respond with renewed efforts to capture guests’ bookings and data, according to panelists Tuesday during the Hospitality Technology Europe show. While the first task spreads throughout the booking funnel, panelists paid particular attention to increasing the rate of conversion for customers who find their way to brand.com. Providing relevant user-generated content, such as TripAdvisor reviews and social media postings, is becoming more important, said RJ Friedlander, co-founder and CEO of ReviewPro, an online analytics and reputation management firm. “Once you get people there you need to provide the social content to help facilitate the decision-making process,” he said during the panel titled “Tech disruption and hotels: Threat or revenue generators?” Get the full story at Hotel News Now