Ultimately, hotels have an opportunity to create loyal customers and to future-proof their marketing strategies. Making use of big data, current digital technologies, and customer-centric innovation are the only ways to satisfy today’s savvy travelers. Competition and customer expectations are growing in equal measure. Hotels can’t afford to falter on delivering a superb, multi-pronged customer experience. Customers want to be engaged in every way, from the basic needs of a comfortable stay to unexpected, on-brand moments. To keep up, hoteliers must be digitally present during the complete lifecycle of the guest, from research to booking to reengagement.