Why Personalizing Through Direct Channels Isn’t Enough

06/27/2019 – As a regular traveler, I’m getting more excited about the shift I’m seeing in hotels and hospitality providers who are working harder to personalize a travel experience unique to ME. We’re living in an era of personalization across almost all industries, fueled by our ability to understand vast data sets and it’s encouraging to see the ways this is delivering a much better experience for customers. While I commend the huge amount of work done by hotels to drive personalization in their own channels, I’d like to politely explain why I think they’re wrong to focus on direct distribution as the only way to maximize their revenues.