Peter O'Connor (Professor of Strategy at the University of South Australia) and Martin Soler (Managing Partner at Soler & Associates) discuss current trends and development in hotel distribution, marketing, technology and loyalty and their effect on the guest experience. Capitalizing on their experience working with hotel companies, tech companies and platforms, Peter and Martin question why the hotel industry continues to fail to learn/adopt best practices from retail, banking and other sectors and speculate on what we as an industry need to do to remain competitive in the future.