The hotel industry is ready for technology disruption—at least from technologies that will create a better travel experience. At ALIS, Kathleen Matthews, an award-winning journalist and former hotel company executive, asked hotel experts what is poised to be a disruptor in the travel and tourism market. Software that creates a seamless experience from airport to hotel is most needed, according to Gerald Lawless, chairman of WTTC, responded.
“The software already exists to have a totally seamless experience when you travel,” Lawless said. “You will have your passport swiped when you check in and the information will be shared with the incoming and outgoing immigration, and would be shared with the hotel so that the hotel will know when you have boarded the aircraft.”
In Dubai, there is already similar software being tested to help streamline the process. “In Dubai, they are experimenting with a biometric tunnel and by the time you get to the immigration booth, you can just go through,” he explained. “You won't even have to talk to an agent. We don't use technology sufficiently to create a seamless experience and secure experience for travelers worldwide.”
While technology is definitely capable of changing the travel experience, we also need to make sure that consumers are protected along the way. Katherine Lugar, president an CEO of AHLA, said that hotel booking deception is on the rise. “We want to ensure that the online travel booking process is transparent and that it is consumer friendly. We unfortunately have seen an ongoing trend with some of the major online travel agencies where some of their affiliates have not exercised transparent consumer practices,” she said.
Much of the deception comes from the online booking process. Expedia and Priceline now own 95% of the US online travel agent marketplace, but third-party affiliates often aren't transparent about the payment process or product being booked. “With their affiliates, who get the hotel inventory, we see core practices where they deceive consumers to believe that they are booking direct when in fact they are not,” said Lugar. “That means that the consumer gives their credit card information to the third party when they believe that they are giving it to the brand or that they believe they are booking a specific room when they are not.”
This is becoming a serious issue, according to Lugar. There are now 30 billion hotel booking problems due to deception each year, but the FTC is beginning to crack down. “The FTC just cracked down on one of those actors in a settlement,” said Lugar. “They required the OTA to be clear that they are not booking directly with a hotel brand. We are working with our partners to make sure the guest knows who we are doing business with.”
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Kelsi Maree Borland
