Gartner for Marketers Research

Insight Report February 3, 2020

Luxury Hotels US: Optimizing the Path to Purchase in the Luxury Hotels Industry

Hotels can no longer simply designate a siloed experiences page on their sites to incentivize users to book. Just as retail sites suggest products and add-ons during each step of the purchase journey, luxury hotels are increasingly integrating such resources during booking to build stickier and more cohesive user experiences. Brands with larger portfolios attempt to build a streamlined path to purchase, while boutique brands easily integrate curated experiences across fewer hotels. Boutique brands also utilize mobile apps for such resources, while legacy brands maintain their mobile apps as a home for loyalty perks.

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