Driven by discussions of rising distribution costs, terms like book direct and personalization are becoming widely used in industry. The hotel industry recognizes that they should encourage guests to develop a direct relationship with the hotel through offering favorable rates, personalized experiences, and an engaging relationship. As product of the digital transformation, consumers today are starting to compare their interactions with hospitality companies to every service they do business with - and their expectations for the quality of those interactions are getting higher and higher. You don’t just have to be better than other hotel companies; you have to be at the level of all retailers, banks, grocery stores, and insurance companies that consumers come in contact with, all of whom are constantly innovating in their consumer experience. If expectations for seamless experiences are not met, particularly in digital or technology-enabled interactions, it is not hard for consumers to go somewhere else. Get the full story at Cornell SHA