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The hospitality industry is focused on a "return on experience" metric, which calculates the value of investing in customer experience enhancements, digital branding, and new technologies that automate and improve customer service.

Occupancy rates have continued to climb, despite competition from the short term rental community. Leisure travel is healthy. However, it's shifting, as travelers become ever more informed and have more channel choice.

OTAs like Expedia and Orbitz provide easily accessible platforms that whittle down thousands of booking options to the most relevant ones for each user. And destinations are also creating their own search and booking websites.

While these online sites entice travelers, they don't deliver the holy grail of customer relations: brand loyalty.