How To Capture Brand Loyalty In The Age Of Third-Party Delivery Apps

You can capture it up to the point you surrender the Guest experience to a third party app. Which is why third party apps should never be considered. If you’re going to deliver (and you should have for the past umpteenth years) then own it.

Look at what hotel brands allowed the OTAs to do to their brands.The worst case scenario is using a 3rd party app on the front end (reservations) and a 3rd party app on the back end (delivery). What little brand differentiation you retain becomes further diluted (commoditized) by being just another name on the delivery app list.

Technology should enhance the Guest experience, not supplant it.

Jeffrey Summers

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