For hotels, staying competitive will require them to connect their booking engines, apps and websites more closely to the overall guest experience. New technologies like artificial intelligence and virtual reality will up the “wow factor” for hotel guests, but what’s more important is that the technology be useful for guests and create a better travel experience for them.

As we look at how hotel brands are innovating today, we can already see where the industry is headed: more operators are optimizing their booking engines, apps and websites for each user and strengthening brand loyalty through more personalized guest experiences. By leveraging guests’ smartphones for more self-service, convenience and comfort, hotels can be much more proactive and forward-looking in preparing for their guests’ digital expectations."

Doug Gaccione in Hotel Technology News June 6th 2018