The booming population of international travelers bearing their own needs and expectations from a hotel stay adds a new -- and likely expensive -- challenge for the hotel industry: how to highlight a property's local atmosphere while keeping its brand image intact, writes Steven Brier, a senior manager at Marriott International. Brier highlights Marriott's own solution to this problem, in the form of an integrated system that aids hoteliers in creating brand-compliant marketing material and reaching out to consumers through the company's marketing and social media channels.

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