As systems become more interdependent, the way data is stored, aggregated and accessed changes. Consolidating data in the cloud means having a 360-degree view of the guest becomes a reality. More and more systems will become increasingly efficient in exchanging information. Hotels will be able to access that information anytime and anywhere, and increasingly intelligent systems will predict consumer behavior at a more and more granular level than ever before. The times of a clean room, a warm shower and a decent breakfast being competitive differentiators are over. Guests expect nothing less and demand more. “I want a clean room” is being replaced by “I want a relevant experience.” Shareability, likeability and aspirational drivers are often the key emotional motivators when choosing where to stay. At the same time, the way hotels display themselves “on the shelf” in many cases does not reflect the change in consumer expectations. Booking engines and booking paths are essentially unchanged from 20 years ago, but consumer behavior and expectations have changed significantly—ask for a location, a check-in and check-out date and get a (long) list of hotels and room types that don’t create clear differentiation. Get the full story at IDeaS