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HOTELS : What is the biggest threat to the hotel industry and why ?
DaviD aTkinS , principal , Digital DNA Infusion , Miami , Florida : Resisting disruption and not embracing new competitors and intermediators . What is happening across the digital landscape is just the tip of the iceberg . Gone are the days when brands and hoteliers can own all of the end user ' s information or think that a loyalty program is a long-term answer . There is enormous power to be unlocked by running web services
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that help brands reach potential guests wherever they are , and whatever mode they operate in . Beyond the OTAs and TripAdvisor , how are you tracking customers across Facebook , Google , Uber , Airbnb , Adobe , Twitter , Snapchat and other platforms ? Seek external opinions to challenge your thinking , and do it quarterly .
MicHELE Dupré , group vice president , Verizon Enterprise Solutions ’ Retail and Hospitality practice , Chicago : The requirement and expectation that hoteliers will provide a
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consistently high level of physical and digital information security to guests — and do it all cost-effectively . Providing effective digital security requires leveraging cloud-based protection technology across all owner-operated facilities , as well as increasing secure Internet-of-Things designing and planning for security requirements early in the process . Partnering with reputable security organizations for expedited threat analysis , along with a forensic investigative response to contain any potential breaches that could harm their guests and their brand , is essential . |
LOrEn Gray , founder and CEO , Hospitality Digital Marketing , Dallas : Commoditization . In all facets of the digital marketing landscape , we are on rented land . Whether it be Google , Facebook or other platforms , they are , at their core , not ours to control . We also are losing our direct identity to others selling our product to our guests — the OTAs , the metasearch channels , and yes , even Google . Just ask Siri .
H : What is the industry ignoring at its peril ? aTkinS : For owners , asset
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