In the competitive race for guests, Airbnb fares better every year. As of April 2019, Airbnb had demonstrated a 45% increase in bookings year over year and a 62.5% increase in arrivals (iPropertyManagement).
A night of playing board games has become a visit to the escape room, going to the park with the kids has become a trip to the climbing gym, and beers out with friends has turned into themed tours of local pubs, notes Forbes.
When those in the hotel industry talk about selling hotel rooms, the conversation frequently turns to a diatribe on direct bookings—the great need for them, how to get them, how much money to spend on them, and how to keep them.
Amazon frequently receives credit for successfully employing machine learning to engage consumers and drive sales with its well-known recommendation engine, which generates 35% of the company's revenue, according to McKinsey.
Sheena Iyengar of Columbia University famously sold jam on a street corner to test the concept that consumers can have too many choices. She observed that when she offered two dozen different flavor options, consumers purchased fewer.