With such complexity in the purchase cycle and an unpredictable shopping experience, how do hotels present their properties on all devices, on all platforms with the most powerful, consistent message, and more importantly, how do they drive them to book directly? 1. Embrace and invest in technology Technology advances have created opportunities for hotels to drive operating efficiency and engage with guests, from first touch to checkout, and be where they are through the increasingly complicated path to booking. Digital marketing technology takes the agony out of managing online marketing and simplifies the process of creating a visually-compelling hotel website that is designed to engage and convert travel shoppers. Now is the time that more hoteliers start using this technology to their advantage. Get the full story at Leonardo