While the statistics show continued fluctuating demand, they also point to a steadily rising trend demonstrating that people are anxious to travel again. Within that context, small group travel is on the increase and this is great news for hotels, but only if hoteliers are equipped to meet rising, yet variable, demand from this segment.

Four keys to boosting hotel website conversion with online experimentation and testing Experimentation is an important part of the learning process in any practice area. Especially so in the online space with consumer behavior and technology evolving so quickly.

In today’s digital world, personalization is omnipresent and customers expect every business to offer truly personalized services. Travel & hospitality businesses are no exception. Being predominantly experience-centric, travel and hospitality products, offer a broad range of personalization possibilities as compared to physical goods offered by the e-commerce world. If implemented accurately, personalization can deliver an excellent experience beyond the customers' expectations, delight them, drive loyalty, and, consequently, revenues, both in improving revenue share per customer and new revenue streams.

The impact of the COVID-19 crisis will resonate for years with varying levels of impact on hospitality brands, depending on several factors—chain scale, location, and demand profiles, to name a few. Despite existing challenges, new opportunities are arising that, with the right technologies, hospitality companies can seize upon and solidify for greater long-term value. Consequently, the hospitality companies that succeed in the near-term will be those that become agile, respond to new consumer behavior, and embrace centralized digital solutions that transform both operations and consumer engagement to those ends.