Brand matters: winning the battle for relevance

As consumers use online intermediaries to find the most economical rooms in a convenient location for their trip, hotels face a future in which the strength of their brand has dwindling influence over customer choice. But the hotels that can get branding right in a digital era face a clear opportunity to grow market share.

Our megatrend report shares both global and local insights and asks what can hoteliers do to win the battle for relevance.