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Hotel Industry 4.0: Digital transformation can help hotels acquire customers in a targeted way and be more efficient

2016

More than 50 percent of hotel bookings are already made through digital channels today, with platforms calling the shots in online sales and new providers crowding in to the market. Roland Berger and the Austrian Hotel Association (ÖHV) analyzed the online activities of international hotel chains and start-ups from the travel and hotel business in a new study, "Hotel Industry 4.0 – Leveraging digitization to attract guests and improve efficiency". The result is a catalog of recommendations from the experts for how hoteliers can win back customers and turn digitization to their advantage. The study highlights 19 initiatives hoteliers should take in their own businesses. Respondents see the biggest opportunity in acquiring new customers and the biggest risk in the growing price pressure.

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