The swift advances of Airbnb and Google into the hotel space have serious implications for luxury hotel brands. Digital disruptor Airbnb revolutionized the hotel industry, became a household name and continues to evolve rapidly with their premium Airbnb Plus offering and game-changing experiences. Additionally, with the continued development of Google Hotel Ads and other tools, hotels should fear Google the way retailers fear Amazon. Meanwhile, hotel giants Marriott and Hilton continue to grow, as they bulk-up to battle OTA and metasearch players, and fight over points-obsessed loyal guests. Smaller hotel brands challenge these giants through digital investments in wellness and experiences, evolving the definition of luxury travel.