This diversity in presentation creates confusion from a guest’s perspective. There is a tendency to deliver content based on how hotel companies are organized, and this is not synergistic with how consumers engage with them cross-channel. One major hotel chain has found the ownership issue nearly impossible to address, so they introduced a new position—a customer advocate -who has a seat at the table when content decisions are being made. It is a novel idea. Customer advocates are a welcome addition to the fray. However, there continue to be broader issues around channels, translation, new technology and emerging distribution models that still need to be addressed. Get the full story at The Next Big Thing