Among the issues that they cited included: - Personalization: The idea of segmentation is more and more becoming a segmentation of one, and data and technology are going to allow for an even more individualized guest experience. Of course, there will be a fine line between understanding an individual and being creepy. - Mobile: The phone is the central device, and the hospitality industry needs to continue to push this area to help provide a seamless experience for guests pre-, during and post-visit. - Lifestyle: Brands continuing to evolve the idea of the lifestyle brand and capitalize on the independent space. - Speed: The world we live in today is changing so quickly, and market share changes over night. The legacy companies struggle to move faster while leveraging the advantages of breadth and history, while the independents continue to try and find ways to be scrappy. - Gen Y will turn the market on its ear: This group has had endless access to information since they were born, so it will be important to make sure a brand is resonating when they are overwhelmed with information. They are “hip” to inauthentic marketing techniques, which, in turn, creates the need for marketers to be more sophisticated. - Sharing economy: The sharing economy and its brands such as Uber and AirBNB are gaining traction. Marketers wonder if underlying safety and security concerns will change consumer tolerance. - Distribution: The continued creep of cost in distribution channels is requiring more time from the marketing team to understand the costs and determine ways to move guests to a lower cost of distribution channel. - Integration: The disciplines of marketing, sales, management and distribution continue to come closer together. Teams will continue to work to formulate integrated strategies. - Big data: The appetite for actionable data from ownership groups, brands and marketers continues to grow. The data is making all marketers smarter and forcing them to elevate their skills and bring more creativity and metrics to the table. The appetite for actionable data from ownership groups, brands and marketers continues to grow. The data is making all marketers smarter and forcing them to elevate their skills and bring more creativity and metrics to the table. The session, facilitated by Dr. Lalia Rach, was hosted and sponsored by Amrican Express. Hotel companies represented at the Roundtable included Best Western International, Commune Hotels & Resorts, Denihan, Destination Hotels & Resorts, Fairmont Raffles, Hilton Worldwide, Marriott International, Omni Hotels, Outrigger Enterprises Group, Red Lion Hotels Corporation, The Venetian and The Palazzo, Value Place, and White Lodging. HSMAI Executive Roundtables provide senior executives access to experts and an opportunity to interact with their peers. HSMAI brings together Chief Marketing Officers, Chief Digital Marketing Officers, Chief Sales Officers, Chief Revenue Officers, and Hotel Management Company Sales & Marketing Executives through the year. The full report from the HSMAI Foundation will be available shortly. Related Link: HSMAI