When Hospitality Technology asked hotels to prioritize tech investments intended to enhance guests’ digital experience for its 2019 Lodging Technology Study, driving direct bookings was the top choice. Three out of five (60%) hotels said they plan to focus on driving more direct reservations in 2019. However, in addition to competing with traditional OTAs, hotels must now choose to compete or partner with the likes of Google, which recently debuted Google Travel. Google Travel offers customers the ultimate convenience: a customizable menu of options for searching for the perfect hotel, plus flight products, discounts and a "Book on Google" feature so that guests never have to leave the site. So what's a hotel to do?
In this roadmap, HT outlines some key steps brands can take to help capture more direct bookings and preserve customer loyalty.