On the other hand, consumers want that access with a minimum of friction. Accustomed to the ease and convenience offered by brands such as Amazon, Netflix, and Starbucks, consumers expect mobile check-ins for their hotel rooms and brands that recognize them when they walk into their lobbies. Like other industries, travel and hospitality companies have been working to employ digital interfaces to help streamline interactions and offer consumers more control over such experiences. This year, industry players continue to integrate mobile while taking early steps to assimilate the internet of things (IoT), robot-manned front desks, virtual reality, and other innovative, emerging tech into the experience. CMO by Adobe takes a closer look at their efforts. Get the full story at CMO by Adobe