When it comes to hotels, this is what he had to say: First, hotels will likely invest more money into digital marketing to fill rooms, he said. OTAs like Booking.com are often filling 40-50% of some properties’ rooms at times, depending on the season. Hotel brands will have to find a way to respond to that, according to Klein. Additionally, hoteliers will have to refresh their technology to connect with their customers when they are on property, especially to present customers with offers relevant to their interests. “That is where hotels are going to spend money, and we’re seeing a lot of venture capital, a lot of startups, coming into the industry primarily with on-property innovation,” Klein said. “I think that’s going to be a big trend, and it’s one that we’re watching closely.” Get the full story at Travel Weekly