Hotel Industry Buyers Invest in Marketing Technology and Loyalty Programmes in Response to the Growth of the Sharing Economy - Insights

Hotel Industry Buyers Invest in Marketing Technology and Loyalty Programmes in Response to the Growth of the Sharing Economy

Travel Technology Europe, Olympia Grand, 21-22 February 2018

TTE 2018 logo_WITH_DATES_DARK_TEXT_DEV1-1A new survey from Travel Technology Europe shows that hotel industry buyers are investing in marketing and loyalty programmes in response to the growth of the sharing economy.

50 percent of hotel industry technology buyers have invested in marketing technology to promote their services as a direct result of increased competition from sharing economy businesses. 50 percent of buyers have also invested in loyalty programmes, recognising that repeat business can be an effective means of protecting their revenues from the growth of sharing economy businesses. Only 17 percent of hotel buyers have not responded to the growth of the sharing economy by investing in new technologies or enhancing their services.

What has your company done in response to the growth of the sharing economy?

50% Invested in marketing technology

50% Invested in loyalty programmes

33% Invested in the customer experience

17% Refurbished accommodation

17% Nothing

Majority of hoteliers see the sharing economy as an opportunity

Four in ten (43%) hotel industry buyers view the sharing economy as an opportunity. Around 14 percent see it as a threat, with one respondent saying that they have lost significant business to Airbnb.

Do you see the sharing economy as a threat or opportunity

43% An opportunity

14% Neither a threat nor an opportunity

14% A threat

29% Don’t know

Steve Lowy, Chairman The Hotel Marketing Association and Travel Technology Europe Advisory Board member commented: “The sharing economy is nothing new. Back in the Middle Ages, people would sleep at inns on the way to a destination and exchange their stay for goods on the back of their horse and cart. The explosion of the tech-based sharing economy is another reason why hotels have had to focus on their own marketing, not just to stave off competition but also to protect their existing businesses. For too long hotels have said they are “technophobes” but sadly this doesn’t wash in the modern age, and it is great to see that the study has shown that hoteliers are investing in themselves and their own marketing activities and supporting technology.”

David Chapple, event director, Travel Technology Europe, commented: ÒThe sharing economy has meant greater competition in the accommodation sector and it appears that buyers are responding to this by investing in marketing to differentiate their services and customer loyalty programmes to incentivise repeat bookings.

ÒAt Travel Technology Europe, we’ll be discussing what hotel buyers can learn from the alternative accommodation sector and how hotels can enhance their marketing through technology and personalisation. Speakers at the show will also discuss other ways in which hotels are innovating to compete with sharing economy businesses, such as investing in mobile keys, virtual check-ins and developing their own hyper-local services.Ó

Travel Technology Europe features a Hotel Technology Zone connecting technology professionals to more than 30 innovative suppliers with solutions for revenue generation, guest experience and operational management. Exhibitors already confirmed for 2018 include AirDNA, Anand Systems, Anteeo Solutions, Avvio, Booking Builder, Codegen, Criton, Dolphin Dynamics, hotelkit gmbH, Guestline, Fairmas GmbH, Infor, Integrity Net Solutions, Lola Tech,

Openkey, OTA Insight, Pace, Rategain, RMS The Hospitality Cloud, SiteMinder, Sabre, Stardekk, Top Dog, Traveltek Ltd, TrustYou and Zolv.

In addition, the conference programme has its own hotel technology stream, including sessions on how local services can help attract new revenues, successfully implementing personalization and the changing front desk.

135 travel buyers took part in the Travel Technology Europe annual survey in December 2017. 66% of respondents worked in the UK, 20% in continental Europe and the 14% were from outside Europe.

Online registration is now open on the brand new Travel Technology Europe website. Visit: to apply for a free visitor pass.

About Travel Technology Europe:

Travel Technology Europe, held annually in London for 15 years, is Europe’s largest specialised exhibition and conference bringing together 6,000+ travel technology professionals. This long established and reputable event connects travel technology buyers and managers with the suppliers, knowledge and contacts to help innovate for the future of travel.

It is the largest travel technology event in Europe, allowing travel technology buyers and managers to evaluate thousands of products and services from over 130 global travel brands and innovative start-up companies across the travel technology sector.

Running alongside the exhibition is Europe’s largest conference programme designed to meet knowledge requirements of beginners through to experienced travel buyers. Independently produced and supported by over 120 expert speakers, the 70+ topical sessions cover the full spectrum of travel technology facilitating peer to peer learning and debate to enable companies to drive the industry forward.

Travel Technology Europe provides the opportunity to meet with 6,000+ professionals from across the European travel and technology community. From peer-to-peer and supplier networking sessions to informal social events, the event allows attendees to build new relationships and to share knowledge and best practice.

For media information: Please contact Gill Edwards on 07454 988 456 or, Charlotte Le Rougetel at BIGTOP on 07736 330676 or at

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