Will the hotel industry become a white label?
by Georges Panayotis, Hospitality ON
Given the speed of ongoing changes in the hotel industry, digital marketing and public communication will be entirely taken over by OTAs who have the means to mobilize the hundreds of millions that are needed to convey a global strategy. Facing this firepower, hotel communications need to rely on a strong message, based on the originality of the product, on the strength of the concept to gain client loyalty to the symbolic values of a brand. In other words, we must stop putting the cart before the horse and worry more over about brand content before seeking to compete with OTAs at all costs.Will the hotel industry become a white label?