While fa cebook posts and twitter feeds aren't going to stop showing up on hoteliers' marketing to-do lists, experts contend the operational models of "sharing economy" sites like Airbnb mean hotel companies need a seismic shift in their thinking. That starts with upping the ante on all aspects of the mobile experience. HOTELS: What are the "mobile musts"? Robert Cole, founder, RockCheetah, Menomonee Falls, Wisconsin: Responsive website design so the content shifts to support the device. Mobile sites will get much better at integrating images and video into the user experience. The imagery and content will become adaptive to the guest's needs, profile or navigational actions. Third-party booking engines must improve to eliminate the often jarring transition from navigating through site content to transacting a booking. Universal analytics must be deployed to integrate the tracking of mobile sessions for an individual with desktop, tablet and offline touchpoints.
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