Digital has transformed every product sector, but few are more suited to it than travel and hospitality. Travel decisions necessarily depend on information from a distance. Traditionally, this entailed consulting travel agents or friends, reading about locations in travel publications or watching an interesting program on television. All of these options called for consumers to relinquish control, putting their trust in an external source, which sometimes led to discontent if a trip soured. Digital has drastically changed this equation by putting consumers back in the pilot seat, allowing them to pour through seemingly infinite content to devise their ideal trip and cross-check information. To avoid being crowded out or overlooked in such an environment, hotel brands have had to hedge their positions with expansive digital content hubs and consistent online interaction. Get the full story at Luxury Daily