Millennials De-MystifiedWho They Are, How They Shop, Why They Book

sabrehospitality.com

by Hugh Fisher

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MILLENNIALS DE-MYSTIFIED: WHO THEY ARE, HOW THEY SHOP, WHY THEY BOOK

Consider the enormous amount of attention focused on Millennials – the generation of adults currently ages 18 to 35 whose growing economic and trendsetting power has created waves of change in the hospitality industry. They have also unleashed a force that has acted as a catalyst for confusion across industry news outlets and blogs:

Uncertainty.That uncertainty has left hoteliers in doubt, struggling to define the right strategy to capture this segment.

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Millennials are changing the game, demanding a connected and adaptive customer service experience even as they show a more comfortable, informal communication style and a tendency to form loyalties based on a company’s values. While reports often tout the enormous $200 billion1 spending power Millennials will have by 2017, this group is waiting up to ten years longer than its elders to make major life decisions such as getting married, having children or buying homes – all of which are impacting Millennials’ travel preferences and patterns.

Millennial spending potential is estimated to be $200 billion per year by 2017 in the U.S. alone.source: Forbes

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Likewise, Millennials are adopting active, experience-filled lifestyles that leave less room to pursue traditional goals as early as prior generations. Massive spending power in tow, they are pursuing new experiences through travel.

To understand how Millennials shop and book travel, along with which segments are traveling right now, we conducted a quantitative survey of travelers ages 18 to 35. We then analyzed aggregated data from the SynXis Booking Engine, used by thousands of hotels around the world, to compare shopping behavior with Millennials’ survey responses.

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Key questions answered in this report:

With Millennials defined broadly as travelers ages 18 to 35, which members of this segment are traveling the most today?

What channels do Millennials prefer when researching and booking travel?

Who do Millennials trust to give them reliable information about hotels?

Are Millennials using work-related trips as opportunities for pleasure travel?

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MILLENNIALS AND TRAVEL: WHAT WE KNOW, WHAT WE THINK WE KNOWHere’s what travel consultant Alexa Bermudez, a Millennial herself, said of her generation in a Travel Weekly 2 article:

They do a lot of research ahead of time. They know the type of trips they want, whether it’s for a specific event or an interest like beer trips through Europe [...] They want something that is local and ethnic, things that make them feel really in touch with the environment they’re visiting.

Numerous surveys and studies show that Millennials desire travel that’s centered on unique and personalized experiences, with younger travelers moving away from traditional vacations toward more uncommon and adventurous travel destinations.

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Millennials crave adventureand off-thebeaten-pathexperiences

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Besides static or curated vacations, Millennials are also seeking

out authentic local sights, landmarks and food. Millennials seeking

knowledge and guidance are turning to travel agents: according to the

American Society of Travel Agents, 30 percent of Millennial travelers

consulted a travel agent last year.3

30%of Millennialsconsulted a travel agent

source: American Society of Travel Agents

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MILLENNIALS AND BUSINESS TRAVELSabre’s survey of 1,150 Millennial travelers found that 65 percent had

traveled on business at least once during the previous year, with an

average length of stay of three nights. Among this group, Millennial

travelers ages 27 to 29 reported the most business travel, averaging up

to 10 nights away from home on business during the past year.

65%traveled on business last year

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LINGERING UNCERTAINTYHoteliers know Millennials have different demands than previous generations. Wolfgang Lindlbauer, chief discipline leader, global operations at Marriott International, was quoted as saying:

The trademark of the boomer was that they wanted familiarity, safety, and comfort [...] but what we’re finding is that the next-generation consumer wants the exact opposite of what we’re delivering. 4

This led to the disruptive entry of companies like Airbnb, focused not only on transforming the accommodations landscape, but on reinventing the experience. Millennials are driving the guest experience revolution now underway, resulting in unprecedented investment by hotels launching new brands designed for today’s Millennial traveler.

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Others in the industry are frustrated by what they see as too much attention and emphasis on Millennials. Take for instance writer Richard Turen’s call, in a Travel Weekly op/ed piece, for “a moratorium on media reports on what Millennials will or will not do.” Claiming that Millennials spend less, in aggregate, than Mature travelers (ages 69 to 89), Turen concludes that, at least for the time being, “The only thing a millennial can do for me is deliver my business card to a mature traveler.” 5

Meanwhile, there is still a lot of uncertainty as to how to market to Millennials. Many studies and surveys consider Millennials as a monolithic group, despite the obvious differences in education, opportunity and spending power that separate an 18-year-old high school graduate from a career-focused 35-year-old. The stories being told about Millennials in the travel industry don’t always show an understanding of this key point. Sabre’s Millennial Travel Survey was designed to de-mystify this key demographic and give hoteliers a more concrete view of the customers they need to win.

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MILLENNIAL TRAVELERS: WHO THEY ARE & HOW THEY SHOP

Sabre recently conducted an online survey of 1,150 travelers ages 18 to 35 (born 1980 to 1997). The results of that survey highlight those Millennials who are more likely to travel, how often they take business and leisure trips, how they shop and book, and other key facts about the most potentially-lucrative Millennials.

Ninety-one percent of Millennials surveyed said they had taken at least one overnight leisure trip during the past year. Sixty-two percent traveled between 1 and 6 nights during that year, and 13 percent said they traveled 7 to 9 nights in the past year.

91% of Millennials took at least one overnight leisure trip during the past year

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MILLENNIALS DEFY DEMOGRAPHIC SEGMENTATIONNot all Millennials are created equal. The 1,150 Millennial travelers we surveyed demonstrate the danger of marketing to this population as if it were a single demographic.

Our survey results support the idea that not all Millennials have the same flexibility to travel, or the same types of leisure travel experiences in mind. Older Millennials are more likely to be in committed relationships and in households with children. Hoteliers must recognize that Millennials aren’t a single, monolithic segment, but rather a broad category of travelers with different demographics.

Millennials aren’t a single, monolithic segment, but rather a broad category of travelers with different demographics.

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3

2

4

20%

40%

60%

80%

100%

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2018AGE 22 24 26 28 30 32 34

millennials and life events // by age

average nights of leisure travel // by age

employed30+ Hrs/week

full timestudent

have children in household

married orlong termrelationship

source: Sabre survey of Millennial business & leisure travelers, Q2 2016

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The idea that Millennials shouldn’t be marketed to as a single demographic is also borne out by the fact that, among the Millennials in our survey, 52 percent identified themselves as single; 79 percent have no children under 18 living with them; and 71 percent aren’t currently enrolled in college.

At the same time, Millennials ages 24 to 29 who do have children

in their households only traveled with kids on vacation about half of

the time. Older Millennials ages 30 to 35 said they traveled with their

children 60 percent of the time for leisure trips.

52% 79% 71%identified as single reported no children not enrolled in college

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HOW MILLENNIALS SHOP & BOOK TRAVELMobile devices are playing a larger role in travel shopping: 21 percent of Millennials said they had used their tablets to shop for places to stay within the past year, and 55 percent reported using their smartphones to shop.

Millennial shopping habits, by deviceFrequency of use for each type of device Millennials reported using to shop for or book travel during the past 12 months

mobile

tablet

desktopat work

desktopat home

20% 40% 60% 80% 100%

looks

books

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Meanwhile, 87 percent of Millennials said they also used a home computer to shop, and home computers remain the preferred method of booking – used by 85 percent of Millennials to book hotel stays last year.

Mobile devices are used more often to shop than they are to book: 40 percent said they booked a stay on a mobile phone last year, while only 13 percent used a tablet to do so.

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BOOKING LEAD TIMESMillennials are also planning leisure travel further in advance, with 31 percent reporting they booked recent travel from 1 to 3 months in advance, and 29 percent saying that they booked their stays between 3 weeks and a month in advance. Only 9 percent of Millennials said they had booked leisure travel less than a week in advance during the previous year; only 11 percent reported booking more than three months out.

when millennials are booking

Below are responses to “How far in advance did you book your leisure stay?”

31%1–3 MONTHS

29%3 weeks–1 MONTH

9%less than 1 week

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MILLENNIALS AND #BLEISURE: BUSINESS TRIPS ARE VACATION OPPORTUNITIESSixty-five percent of Millennials reported taking at least one business trip within the last 12 months, and in many cases those trips were opportunities to mix business and pleasure. The Millennials we surveyed said they combined leisure with business on 53 percent of business trips during the past 12 months.

What makes this insight even more significant is that the majority of Millennial business travelers surveyed said they have a great deal of control over their business travel options: 63 percent said they were able to select the hotel of their choice, and 62 percent were able to choose the type of room they wanted.

#BLEISURE

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These insights support what many in the industry have believed for some time: Millennials enjoy travel, and see business trips as opportunities for new experiences rather than as drudgery. Additionally, Millennials’ jobs might not afford them as much vacation time as more seasoned workers.

The trend of mixing business and leisure travel, dubbed bleisure by industry watchers, is growing as Millennials take advantage of business travel to see the world – on their own terms, if not always on their own time.

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WHEN IT COMES TO TRAVEL, WHO DO MILLENNIALS TRUST?Many have noted the trend of Millennials consulting travel agents – with ASTA reporting that 30 percent of Millennial travelers did last year – but research shows that they do so after first identifying potential destinations and experiences themselves, gathering information from numerous sources including online reviews.

But younger Millennials are somewhat less likely to rely on those reviews when deciding where to stay. In our survey, 59 percent of travelers ages 18 to 26 said they “regularly” or “always” relied on review websites such as Yelp and TripAdvisor when choosing a hotel, compared to 64 percent of travelers ages 27 to 35. When we asked Millennials to rank the sources they trust to give them accurate information, 36 percent across all age groups said they “highly trust” those review sites; 43 percent said they “somewhat trust” the information; and 11 percent of all Millennials surveyed said they “somewhat distrust” or “highly distrust” review websites.

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52%

81%

hotel customer

service

review sitese.g. yelp,

tripadvisor

38% 36%

76%

travel magazines

Online travel booking sites

e.g. priceline, expedia

72%

social mediae.g. facebook

twitter, instagram

search enginese.g. google, bing,

yahoo

83%

58%

friends, family & co-workers

specific hotel or hotel chain websites

e.g. hilton.com

sources millennials trust

Percentages based on total number of respondents minus the number who selected “N/A” indicating they had no experience with a particular source of information. The resulting sample sizes used to calculate percentages are as follows: OTAs, n=1,115; hotel / chain websites, n=1,121; review websites, n=1,125; friends, family & coworkers, n=1,117; hotel customer service, n=1,095; travel magazines, n=964; social media, n=1,087; search engines, n=1,124

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Other research on Millennials’ travel preferences cites a desire for authenticity as a key attribute of this generation. With that in mind, it shouldn’t come as a surprise that out of the eight information sources Sabre measured, across the board, Millennials rated friends, family and coworkers as their most trusted source of information on where to stay when traveling (83 percent trustworthy).

Millennialstrust their friends, family

and coworkersfor info on where to stay

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The other most-trusted sources of information are review websites

such as TripAdvisor (rated 81 percent trustworthy), followed by OTAs

(76 percent trustworthy). The least-trusted source for information on

where to stay, according to Millennials, is social media – and younger

Millennials trust this channel less, with 38 percent of travelers ages 18

to 26 saying they “somewhat distrust” or “highly distrust” social media,

compared to 28 percent of their peers ages 27 to 35.

HOW ARE MILLENNIALS SHOPPING?Seventy-six percent of Millennials said they “regularly” or “always” visit

OTAs when shopping, while 70 percent “regularly” or “always” visit

review websites such as TripAdvisor. But Millennials are also paying

attention to the direct channel. Among those who took leisure trips last

year, 55 percent “regularly” or “always” visited a hotel or chain website

while shopping.

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While OTAs are Millennials’ preferred booking channel (the first choice of

53 percent of shoppers), 28 percent said they’d prefer to book directly on

the hotel’s website. Despite the buzz about mobile apps, only 9 percent

of respondents said mobile apps were their preferred way to book a stay.

Millennials’ online shopping behavior also reflects these younger

travelers’ shorter attention spans. On average, Millennials spend about

6 percent less time on each hotel’s website page per session than older

shoppers. Millennial shoppers’ bounce rates (the percentage of visitors

who leave the website after viewing only one page) are 3 percent higher,

on average, than travelers over age 35.

55%“regularly” or “always” visited a hotel’s or chain’s website while shopping

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MILLENNIAL SURVEY RESULTS REFLECT A LARGER MOBILE BOOKING TRENDThe insights from our survey of Millennials reflect an industry-wide increase in mobile bookings. Aggregated data from the SynXis Booking Engine shows growth in mobile bookings across all generations of travelers.

NAM

LAC

EMEA

BOOKINGS

+79%ROOM NIGHTS

+79%ADR

$239

BOOKINGS

+62%ROOM NIGHTS

+52%ADR

$277

BOOKINGS

+62%ROOM NIGHTS

+45%ADR

$369

BOOKINGS

+77%ROOM NIGHTS

+77%ADR

$186

APAC

Mobile Booking Engine STATs

worldwide, mobile booking engine adr is 7.2% higher than adr channel average

Year-over-year percentage changes in bookings and room nights booked via SynXis Booking Engine, 2014 to 2015, based on aggregated, same-store mobile booking engine data from a sample of thousands of properties worldwide. Average Daily Rates for mobile bookings versus ADR for all channels based on same-store data from a sample of thousands of properties, 2015. ADRs are given in U.S. dollars.

SYNXIS BOOKING ENGINE

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Aggregated data from Sabre’s SynXis Booking Engine, which powered over 5 million bookings in 2015, shows mobile bookings continuing to increase worldwide. Globally, same-store bookings increased by 75 percent year-over-year from 2014 to 2015. This trend is most pronounced in North America, where mobile bookings grew by 79 percent.

Mobile bookings also brought in higher average daily rates for many customers. At properties in North America, mobile booking ADR was 9.6 percent higher than the ADR across all channels. For properties in Europe, the Middle East and Africa, mobile bookings saw ADRs 11.7 percent higher than the cross-channel average.

Based on Sabre and industry research to date, we believe Millennials are a key catalyst driving the adoption of mobile services in hotel shopping and booking. Pairing that belief with data on mobile booking ADR uplift should give hoteliers ample justification to invest even more in optimizing their mobile experience.

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Recommendations for Hoteliers

MILLENNIALS ARE NOT MONOLITHIC.

Hoteliers that view “Millennials” as a single, monolithic group will fail to create messaging that speaks well to specific types of Millennial travelers, whose travel spend, interests and lifestyles defy traditional demographic segmentation.

Hoteliers must appreciate the fact that, by the most common definition, the Millennial “segment” is really multiple segments, ranging from older teens to working adults with families. As our survey findings show, hoteliers need to act based not on a single idea of “what Millennials want,” but to provide the most flexible members of this potentially lucrative population with the travel experiences they crave, and the seamless shopping experience they demand.

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MILLENNIALS NEED REASONS TO TRUST YOUR BRAND.

Numerous surveys show that Millennials build trust through experience and desire authenticity. They reward companies that they respect and trust with a very high degree of loyalty. To create a more authentic experience, hoteliers will do well to rely less on traditional advertising channels or social media and, instead, create storylines and brand personas using marketing channels that Millennials trust.

For Millennials, but especially for younger travelers, the most persuasive messaging may not be advertising or online reviews. Our survey results show how critical word-of-mouth is at building loyalty. Recent Forrester Consulting 6 research commissioned by Sabre found that 69 percent of travelers tell their friends about travel products and services. While reviews written by your guests carry weight, the best ambassadors for your brand are likely to be happy guests who spread the word directly to their family, friends and coworkers.

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ALL CUSTOMERS – BUT ESPECIALLY MILLENNIALS – EXPECT A SEAMLESS USER EXPERIENCE.

For now, Millennials still show strong preference for desktop computers as the means of booking their travel, despite a much greater reliance on smartphones and tablets for shopping. Hoteliers have an opportunity to capitalize on this by identifying pain points that prevent Millennial customers from booking on mobile devices – compatibility issues, concerns about privacy or security, or general shopping trends (especially given the preference for booking further in advance and the relatively small percentage of Sabre survey respondents who booked less than two weeks before travel).

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Additionally, Millennials tell us they’re paying attention to hotel brands’ websites when they’re planning travel. Hoteliers have opportunities to attract customers, especially Millennials, to the direct booking channel by making their brands’ digital experience the preferred method of booking. This will mean not only improving the quality of messaging and content, but also providing price comparisons or other means to reassure shoppers that they’re getting the best rate possible.

In an age when guest loyalty is not guaranteed, hoteliers will have to find the right messages to capture Millennials’ attention and the right incentives to capture their travel dollars. Millennials are technologically adept; the more seamless the shopping and booking experience hoteliers provide, the more likely Millennials will be to book. And when Millennial shoppers are genuinely made to feel like welcome guests instead of just “customers,” they will be more likely to return for future stays – and to recommend a hotel to the people they know.

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INSIGHTS FROM MILLENNIALSWe asked a panel of Sabre employees for their perspective, as Millennials, on their generation’s near-future impact on travel and hospitality:

Lindsey ChandlerManager, Marketing Strategy & Insight

Tony HendrixDigital Marketing Specialist

Melinda PetersStrategic Marketing Manager

Johnny KohStrategic Marketing Manager

Ashley DillonSenior Web & Graphic Designer

Austin MoroneyAssociate QA Software Developer

Chris UlphGlobal Marketing Manager

Natasha CeaserIntern,Sales and Account Management

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AS A MILLENNIAL, WHAT DO YOU ENJOY MOST ABOUT TRAVEL?

Tony: The chance to relax and unwind.

While I enjoy trying new restaurants

and trying crazy new things, vacations

are a chance to stop and breathe.

Melinda: I like immersing myself in the

local culture – eating at local spots,

meeting people that live in the area,

and doing local activities. That’s when I

feel like I’ve really visited a new place.

Lindsey: The thing I most enjoy about

travel is understanding new places and

cultures as deeply as I can. For me,

this starts by doing tons of research

during the pre-trip process online,

through podcasts and different TV

shows to understand as much about a

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place, its history, traditions and culture

before I go. While I am on the trip, this

translates to richer experiences and

more informed decisions on everything

from what neighborhood I stay in to

where I eat dinner.

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Austin: Though I’ve traveled quite a

bit, I have only left the United States a

couple of times. I have a fairly big list of

European countries I want to visit, but if

I had to choose one, I would pick Italy.

Italy’s rich history, exquisite cuisine,

architecture, and the opportunity to

visit the Vatican makes this question a

no-brainer.

Ashley: I want to stay in one of those

glass igloos in Finland and go dog

sledding. I also want to stay in an

overwater bungalow in Bora Bora. The

ones with the glass floor. Apparently

I’m just a huge fan of glass things. I

blame Cinderella.

WHAT’S A LOCATION YOU ABSOLUTELY MUST VISIT ONE DAY, AND WHY?

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Chris: Space. Commercial space travel

is on the verge of being possible. In

my lifetime it will be normal. Why?

Summed up eloquently by West Wing

character, Sam Seaborn, “‘cause we

came out of the cave, and we looked

over the hill and we saw fire; and we

crossed the ocean and we pioneered

the west, and we took to the sky. The

history of man is hung on a timeline of

exploration and this is what’s next.”

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Johnny: One of the very obvious

ways Millennial travelers are changing

the industry is that a Wi-Fi Internet

connection is now a must, a basic

necessity. We can be happy staying

in a budget hotel with good Wi-Fi

connection, but not a luxury hotel

where you need to pay for the

connection.

Tony: Millennials are desiring more of

an experience and a photo opportunity.

The traditional vacation spots like the

Bahamas, Hawaii, etc. appeal to an

older, more relaxed crowd. Millennials

want to go places that no one has

been to before.

WHAT DO YOU SEE AS THE BIGGEST CHANGE THAT MILLENNIALS ARE BRINGING ABOUT IN THE WORLD OF HOSPITALITY?

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Natasha: There are certain amenities

that we look for when we’re traveling

that are non-negotiable. For example, if

your hotel doesn’t offer free high-speed

Wi-Fi service in every square foot of

the operation, then I won’t be staying

there. Some things that catch my eye

are the events some hotels offer –

whether it’s a happy hour in the lounge

or a screening of a recently-released

movie, fun happenings like these

would be a decision-winner for me.

Melinda: Millennials want everything

immediately, when they want it.

Whether that means booking a hotel,

checking in or ordering room service,

hotels need to allow Millennials to

communicate with them how they want

(most of the time through an app) and

should be able to respond quickly.

Chris: Millennials were the first

generation to buy travel online and are

experts at putting together an itinerary

on the tightest of budgets using OTAs,

metasearch, and direct channels.

As Millennials move into middle-

management and higher paid jobs,

they, like generations before them, will

be less price-sensitive and will seek

out solutions that maximise value. They

want the pain points taken out of travel

and are prepared to pay for it; it’s basic

economic theory.

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WHAT’S THE ONE BEST THING A HOTEL OR CHAIN COULD DO TO CAPTURE YOUR LOYALTY?

Natasha: Price is almost always a

factor when considering any hotel. It

would be ideal to have all the amenities

I want at a reasonable price per night.

Pricing in a way that will accommodate

our generation that is starting to take

over the travel industry, will not only

keep your rooms filled, but will also

make your hotel the “in” place to stay.

Austin: I’ve traveled around quite

a bit in my life, and I’ve stayed in all

varieties of hotels. The one factor

that makes hotels stick out in my mind

is the cleanliness and variety of their

facilities. These include lounge areas,

pools, workout facilities, etc.

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Lindsey: Make me feel like you know

me, even if I am not your most loyal

traveler today. Take the time through

technology to have interactions

with me before my trip so that my

on-property and post-trip experience is

so memorable that I will want to book

your brand again.

Melinda: “Experience” benefits –

a free drink at a local partner bar

or cooking class – stuff I wouldn’t

necessarily find on my own but allow

me to experience the city in a unique

way. That being said, I also like points

that add up to free nights.

Chris: Immediate recognition. In a

conservative estimate where I maintain

my current rate of hotel spending

(which is very conservative given

future rises in income, propensity to

consume, increasing family spend)

I’ll have a lifetime customer value of

around $500,000. My loyalty is there

to be bought by a brand, not earned by

me.

Johnny: Millennials prefer to do things

on the go and, if given an option, to

send messages rather than to make

a call. I had a very good experience

with my last stay at Marriott, where I

could check in and check out with their

mobile app. I was able to chat with

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them (instead of calling) on some of my

needs during the stay. Upon check-out

with the mobile app, the receipt is sent

automatically by email and I don’t have

to waste any time at the front desk.

Ashley: Offer something unique

that you can’t get anywhere else. It’s

never generally about the room itself

(cleanliness is an expectation, not

a perk), it’s more about how much

the hotel adds to the overall travel

experience.

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METHODOLOGYSabre conducted an online survey of 1,150 Millennials worldwide during Q2 2016. In addition, Sabre analyzed aggregated data from a sample of thousands of properties using the SynXis Booking Engine, comparing aggregated multi-channel booking data from January 2014 through December 2015 in order to analyze shopping behavior and to determine year-over-year, same-store changes in percentages of mobile bookings and differences in Average Daily

Rate between mobile and other channels.

REFERENCES1 Micah Solomon, “The Millennial Consumer Has $200 Billion to Spend (But Wants a New Style of Customer Service),” Forbes, 20 January 2015, http://www.forbes.com/sites/micahsolomon/2015/01/21/the-millennial-customer-has-arrived-has-200-billion-to-spend-and-wants-a-new-style-of-customer-service/

2 Kate Rice, “Millennials: The Generation most likely to hire an agent,” Travel Weekly, 2 March 2015, http://www.travelweekly.com/Travel-News/Travel-Agent-Issues/Millennials-The-generation-most-likely-to-hire-an-agent

3 American Society of Travel Agents, Best of Both Worlds: Quantifying How Travel Agents Save Consumers Time and Money

4 Elizabeth Segran, “Inside Marriott’s attempt to win over Millennials,” Fast Company, 26 June 2015, http://www.fastcompany.com/3047872/innovation-agents/inside-marriotts-attempt-to-win-over-millennials

5 Turen, Richard, “It ain’t all about the Millennials,” Travel Weekly, 23 July 2015, http://www.travelweekly.com/Richard-Turen/It-aint-all-about-the-millennials

6 Forrester Consulting, Customer Experience in Hospitality: Embrace Customer Data and Elevate the Guest Experience, 2015

CONSUMER MEGA–TRENDSIMPACTING HOSPITALITY IN 2016We have identified the 2016 consumer mega-trends that will have the greatest impact in travel and hospitality. This bespoke report identifies six trends that reveal what consumers will want next, and presents hoteliers with actionable innovation opportunities in 2016.

MORE RESEARCH FROM SABRE

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Sabre commissioned Forrester Consulting to conduct research on consumer

expectations and hotels’ ability to deliver on those expectations. In this study

you will explore findings and insights into becoming customer-obsessed to build

retention, generate loyalty, and drive revenue.

Customer Experience in Hospitality:Embrace Customer Data and Elevate the Guest Experience

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Sabre Hospitality Solutions® enables hoteliers to enhance the guest experience, identify cost savings, and increase revenue. The cloud-based, SaaS solutions powered by the SynXis® Enterprise Platform, used by more than 32,000 hotels, resorts and chains, provide unlimited scalability to manage all distribution, operations and retailing needs across every touch-point of the guest’s journey.