The hospitality industry has witnessed several major shifts in guest booking patterns over the past 50 years…
And right now, we're in the middle of what might be the most transformative revolution yet.
We've seen:
- The internet increase access to information
- OTAs centralize search
- Mobile apps put booking power in guests' pockets
Each innovation expanded how travelers research and book their stays.
But today's booking revolution is rewriting the rules we've followed for decades.
It's no longer just about convenience, unlimited information, or seamless websites. It's about inspiration and connection. And that changes everything for hotels.
Before the 1940s, booking a hotel was pure chaos.
Lost telegrams, illegible handwritten letters, and guests showing up before their reservation requests even arrived.
The industry desperately needed innovation, and slowly things began to improve.
By the 1950s most bookings shifted to operator calls– guests would wait to be connected to the hotel's front desk. Sometimes it would take multiple attempts just to get through.
And if the desk clerk made a mistake writing down dates or lost the paper? You might arrive to find no record of your reservation.
During this time, a chance encounter between American Airlines' CEO and an IBM rep sparked the creation of SABRE - a reservation system launched in 1960, initially designed for booking flights...
…but would eventually power the era of "middle man" bookings in hospitality.
These early innovations focused entirely on organizing reservations, speeding up the booking process, and creating the foundation for a smoother guest booking journey.
The 1990s brought the internet revolution.
Finally, guests had unprecedented access to information - they could research destinations, compare properties, view photos, and read reviews all before making a decision.
No more relying on travel agent recommendations or magazine ads.
The newfound access to information transformed how guests made booking decisions.
But it wasn't without growing pains:
- Most travelers were too cautious to enter credit card information online, often calling hotels directly to "confirm" their web bookings.
- Hours were spent watching dial-up internet load single pages, making the booking process painfully slow.
Then came Online Travel Agencies (OTAs), centralizing the booking experience.
For the first time, travelers could visit a single website to:
- Compare & book countless properties side by side
- Read verified guest reviews before booking
- Access real-time rates and availability
This centralized booking experience shifted massive power to these new digital middlemen.
Suddenly, hotels found themselves competing directly against each other on the same platform - with price becoming the key differentiator.
Hotels fought back by launching their own booking websites with "Best Rate Guarantees" and direct booking perks like loyalty points and elite status.
This marked the beginning of the direct booking versus OTA battle - a conflict that continues shaping the industry today.
The 2010s ushered in the smartphone era.
No longer tied to desktop computers, travelers could now research properties, compare options, and make bookings anywhere, anytime.
This constant connection to travel information and booking capabilities laid the foundation to what we are seeing today…
The largest shift in guest booking behavior yet.
Until now, every revolution focused on convenience and information access.
But today's guests already have all that at their fingertips.
Now they're searching for something hotels have never had to prioritize before: inspiration and connection before booking.
Enter social media…
Where people spend hours daily, building connections with every piece of content they consume. Hotels are no exception.
75% of Millennials and Gen-Z say social media influences their travel choices.
Why? Because it offers what OTAs can't…
- Behind-the-scenes glimpses into daily life at properties
- Exclusive looks at potential experiences
- Dynamic video tours beyond static photos
- Real guest stories and experiences
The best part? This revolution is actually reducing price sensitivity. Previous innovations made guests more price-conscious through easier comparison shopping.
But social media users aren't there to compare rates - they're there to get inspired and dream about recreating the experiences that come across their feeds.
It's one thing to recognize the power of past revolutions in hindsight. It's another to capitalize on one as it's unfolding.
And right now, we're watching this social media revolution reshape hospitality in real-time.
To ride this wave, here's what your property needs:
- High-quality video content optimized for social platforms - because engaging visuals stop the scroll and capture attention.
- Onscreen text to showcase the guest experience - this helps viewers imagine themselves at your property.
- Consistent posting - each piece of content strengthens the relationship with potential guests
- Authentic behind-the-scenes & guest content in your stories - giving viewers an unfiltered look builds trust.
And of course… all implemented with a proven strategy to maximize reach and navigate the complex social media algorithms.
The way guests book hotels has evolved dramatically - from operator calls to Instagram DMs.
But this latest revolution isn't just another convenience upgrade - it's a fundamental shift in how guests discover and choose properties.
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Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on The Rich Somers Report on Giving Modern Travelers An Experience & Strategies That Led to Onera’s Success
🎥 Check Out My Roundtable with Isaac French, Zach Busekrus and Nick Purslow on the Future of Unique Hospitality
Ben Wolff
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