The hospitality business, like many other industries, is being transformed by the digital revolution. Travelers who once called hotels directly or used travel agents to book rooms now have dozens of options, from hotel websites and central reservation centers to online travel agencies and discount brokerage services. Consumers’ use of online tools to research, reserve, and review accommodations is having a profound effect on the hotel industry, influencing pricing, customer loyalty, and ultimately profitability. In this environment, CMOs are increasingly responsible for delivering exceptional experiences while maximizing revenue. “Successful CMOs are getting more sophisticated about how they target potential guests, offer products and services to brand loyalists, and attract brand-agnostic customers to their properties,” says Siva Kantamneni, principal at Deloitte Consulting LLP. In trying to achieve these objectives, hospitality CMOs may face the following challenges: Get the full story at Deloitte Consulting