GLOBAL REPORT—The proliferation of online tools continues to dominate the pace of change in the ever-evolving hotel industry, according to sources.
While the “trend” is by no means new, its pace is remarkable nonetheless, said Ron Pohl, senior VP of brand management and member services for Phoenix-based Best Western International.
“It just becomes more and more comprehensive,” he said of guests’ use of search, social media and apps to shop and book hotel stays. “Social media is consuming everything we’re doing in the lodging industry from how a customer shops, what the customer looks at, how they evaluate us, whether they trust us.”
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