In this war to win the hearts and minds of modern travelers, intermediaries like Google, Expedia and Priceline have the resources and major strategic advantages. Individually and collectively, they have massive financial resources to invest in technology (website and mobile), systems, databases, marketing, talent and so forth – more than any single chain, much less an independent property. They have strategic advantages in their market power, reach and capitalization. Their strategic proposition for the consumer is also more compelling – an efficient means to assemble, determine value for and obtain the lowest prices for a comprehensive travel experience. They also have the traveler and supplier information to execute a seamless user experience. Moreover, their mobile apps are efficient, proactive and executed in real-time. On first glance, a war against these opponents is unwinnable. Get the full story at Hotel Online