Against this backdrop, hotels are currently trying to come up with solutions that address customer and user experience (UX) issues. Creating an unambiguous cross-channel experience is of paramount importance, both from a customer experiencne and UX standpoint, argues Stan Kreydin, Senior Vice President and Chief Technology officer for hospitality company Wyndham Exchange & Rentals. “Where possible, we want our customers to have a similar experience with our products via self-service channels such as the web as they do with our contact centre agents for our assisted service channels,” he says. Where the firm syndicates products to channel partners, Kreydin argues for the importance of a consistent operating platform. “In doing this, we create an ERP-like open systems-based platform that channels legacy information in near-real-time with contextual pricing and business logic by channel,” he says. Kim Walker, Senior Vice President and Creative Director of Morgans Hotel Group agrees that the main objective of the group is to create a consistent experience that translates the culture of hotels to a digital platform. “The experience guests have with hotel staff is engaging and streamlined, and we made it a top priority for consumers to feel the same way when interacting with our website,” she says. With the new site guests can make reservations in four clicks or less, tour the city they’re visiting with a curated Google Map outlining the top locations, and access an Instagram feed populated with photos from guests staying at the property. Get the full story at EyeForTravel