A great question to pose and one that I will take a slightly different view on. Yes, it is obvious that Google is moving deeper into the travel space, but let's not forget their track record of monetizing consumer-led products and services is not exactly stellar.
Generating a proper understanding of data with the aim of orienting the future of the business is paramount for gaining competitive advantage and superior customer value, write Alessandro Inversini and Meng-Mei Chen of the Ecole hôtelière de Lausanne.
According to New York-based consulting firm Gartner L2, Four Seasons, Hilton, The Ritz-Carlton and Fairmont account for some of the smartest hospitality groups online. The firm released its annual report - The Hospitality Digital IQ Index - ranking the digital competency of 75 of the biggest hospitality players.
By Meng-Mei Chen - Assistant Professor of Marketing at Ecole hotelière de Lausanne
Distribution challenges for the hotel industry include the rising cost of customer acquisition, the ownership of customer data, the lack of loyalty from customers, and the growing popularity of Airbnb.