Armed with better data, hoteliers then need to talk to one another, according to sources attending the European conference of Hospitality Sales & Marketing Association International.

Moderating the panel titled “Different voices,” Klaus Kohlmayr, chief evangelist of revenue-management consultancy Ideas Revenue Solutions, said this requirement was increasingly present due to the ease in which companies such as Google, Amazon and Apple could move into the hotel booking space.

Related: Highlights From HSMAI Europe’s ROC & DOC 2019