Everyone attending HSMAI’s Digital Marketing Strategy Conference this year saw Gopi Kallayil’s fantastic “Marketing in the Age of Assistance” session. In his presentation, he called out Domino’s zero-click-to-conversion strategy and asked: “is this viable or even realistic for hotels?”.

Our roundtable guests, while excited about the idea, decided that this would never give guests enough choice; and choice is a complicated beast for certain properties.