Major Internet firms such as Google, Facebook and Apple are expected to make their entry in the hotel space, which could lead to wider online exposure for hoteliers -- along with higher costs, experts say. Potential partnerships with these new players should include measures to ensure that hoteliers maintain control over the customer experience, they say. "[T]o me, crossing the line would be taking ownership of the customer experience completely. If they were to become an OTA, you would have to look at them entirely differently," said Gareth Gaston, a senior vice president with Wyndham Hotel Group.

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