The hotel industry is in an era where experience matters most to guests, which is why it’s important for hoteliers to find ways to create great experiences from the travel search phase to hotel arrival while making those efforts profitable.

During the “How guest experience pays off” panel on Day Two of the 11th annual Hotel Data Conference, speakers said it’s important to invest in every stage of the customer journey, and the booking journey has turned to a digital experience.

One way Hilton is investing in this is by improving the search function on its website. It’s no longer hard to find a hotel in a specific city with a great Instagrammable dessert because the website has different features that allow guests to find exactly what they’re looking for.