If they arrive on a hotel website from a metasearch or an online travel agent, it’s likely they already know quite a bit of basic information about your hotel. The website should then focus on showcasing the experience your hotel offers. This should be targeted at that typical user and what you know they want to see.

Geneviève Materne from Hyatt Hotels Corporation delivered a fascinating talk on measuring third parties and their value. She challenged hoteliers to “understand who your average guest is” and to “profile your average guest. Then, for everything that falls out of this category, find third parties to help.”