The hospitality industry is in the midst of a profound transformation. No longer is success defined solely by the quality of a room or the efficiency of a check-in. Today’s leading hotels and travel brands are reimagining their business models to own more of the guest journey—bundling rooms, activities, dining, transportation, and local experiences into seamless digital marketplaces. This shift is not just a response to changing traveler expectations; it’s a strategic imperative for capturing new revenue streams, building loyalty, and future-proofing the business in an era of digital-first disruptors and evolving guest behaviors.
The traditional hotel stay is being redefined. Guests now expect more than a comfortable bed—they seek curated experiences, convenience, and personalization at every touchpoint. Digital-first brands have set new standards by integrating accommodations, local activities, and even dining into unified platforms. In response, forward-thinking hotel groups are expanding their offerings, creating digital marketplaces that orchestrate the entire guest journey from inspiration to post-stay engagement.
This evolution is driven by several converging trends:
To capture more of the guest journey, hotels and travel brands are moving beyond the room in several key ways:
Modern hospitality marketplaces enable guests to book not just a room, but a complete itinerary—spa treatments, dining reservations, local tours, transportation, and even retail experiences—all in one place. By leveraging customer data platforms (CDPs), brands can personalize these bundles based on guest profiles, preferences, and real-time context. For example, if a guest typically books wellness experiences, the platform can recommend in-room spa services or local yoga classes.
Mobile apps and integrated digital platforms are the backbone of the new guest journey. Features like contactless check-in, digital room keys, mobile ordering, and real-time messaging are now expected. Leading brands are investing in cloud-based systems that unify data and operations, enabling rapid updates, agile content management, and consistent experiences across properties and channels.
No hotel can deliver every experience alone. The most successful marketplaces are built on robust partnerships—with local restaurants, tour operators, transportation providers, and retailers. These collaborations allow hotels to offer unique, location-specific experiences while supporting local economies. For example, a hotel might bundle a room with tickets to a local event, a curated dining experience, and on-demand transportation—all bookable through a single digital interface.
Owning more of the guest journey means owning more data. By consolidating first-party data from bookings, loyalty programs, and digital interactions, hotels can deliver hyper-targeted offers, anticipate guest needs, and drive repeat business. Loyalty programs are evolving to reward not just frequency of stays, but engagement across the brand’s ecosystem—allowing points to be redeemed for local experiences, wellness packages, or even retail purchases.
Building a successful hospitality marketplace requires a modern technology stack and a data-first mindset. Key enablers include:
Digital natives have demonstrated the power of bundling and personalization, using machine learning to recommend relevant experiences and drive ancillary revenue. Traditional hotel groups are catching up—expanding into alternative accommodations and local experiences, and leveraging their loyalty ecosystems to compete with digital-first platforms.
Successful pilots in the industry show that:
To orchestrate the entire guest journey and unlock new value, hospitality leaders should:
The future of hospitality belongs to brands that are bold enough to reimagine the guest experience, harness the power of data, and deliver value at every touchpoint. By building digital marketplaces that orchestrate the entire journey, hotels and travel brands can capture new revenue streams, foster deeper loyalty, and differentiate themselves from OTAs and digital disruptors. Now is the time to move beyond the room—and lead the next era of hospitality.
Ready to orchestrate the entire guest journey? Connect with Publicis Sapient to accelerate your digital transformation and build a future-ready hospitality marketplace.