In today’s fast-paced world, innovation and technology are changing the way we work, live and play. In the business and hospitality industry, things are moving faster than ever – and changing the way we do business. The number of business and leisure travellers – and the amount of money they spend – is increasing every year. At the same time, low-cost alternatives like low budget airlines and AirBnB are diluting the market and increasing competition. In this climate, many luxury hospitality operators are facing the same question: How to grow brand awareness, market share and revenue in a rapidly changing market?] Before we answer that question, it’s important to understand a few major trends: As people place more importance on work-life balance, the wellness travel sector is growing 50% faster than regular travel. The availability of so many apps, blogs, review sites and social media has confused consumers with too many choices. Today, people are looking for simplicity. Online tools and information are making travel easier than ever before, , and as a result we’re seeing an increase in solo travel, and consumers acting as their own travel agents. For hospitality operators, the major battle for customers is online. In fact, a recent study by Expedia indicates consumers visit 38 websites before booking a hotel, and start looking for hotels approximately 45 days before the travel date. Today, Online Travel Agents remain strong in online bookings for small and independent hotels. However, they are losing market share on international hotel chains, which are fighting back by offering lower rates and greater privileges through their own web pages. The key is understanding who books what and when – and why they are booking in order to Say Yes to the Right Guest at the Right Time at the Right Price. To succeed in today’s market, luxury hotels must have: A consistent, clear and simple brand identity that sets you apart from your competitors. An eye-catching web page with high quality, informative content Strong content optimization to rank higher on Google search results A focus on personalization to make guests feel special and unique Across-the-board reputation management processes to build and protect your image on social media With so many new technologies and services coming online every day, the challenge for luxury hoteliers is to fully understand what customers want and to embrace these changes faster and better than anyone else. The hotels that continue to grow and succeed will be the ones that fully recognize their customers’ habits and needs and meet these desires in an unique, attractive way that sets your properties – and your brands – apart The future of luxury hospitality is already here. Do you have what it takes to succeed?