"There's a lot more choice out there," says Stacy Shoemaker Rauen, editor-in-chief and associate publisher of Hospitality Design. "How do you stand out, what are you giving that's different from the hotel across the street?" As the hospitality market continues its steady climb - occupancy in the U.S. hotel industry increased 0.9 percent to 65.9 percent last year, according to travel industry analyst STR—brands are choosing today to experiment with what might be possible tomorrow. "The hotel business globally continues to be quite robust - it's been steadily improving since the trough of the '08-'09 crash," says Stephen Jennings, U.S. hospitality sector leader and principal at Deloitte Consulting, noting that hotel brands are focusing on "interesting, unique and compelling experiences" as they recognize "it's going to be really useful for them to evolve their service model." However, the challenge for brands is putting their money into the right amenities. While Airbnb is gaining ground in the hospitality market and is able to invest in its own technological advances, hotels don't have the same flexibility because they're dealing with a host of other costs. Get the full story at AdAge