Foresight and innovation in
the global hotel industry

Technology and brand building: Four smart practices for hotels | By Richard Swain and Prof. Chekitan S. Dev

Marketing and Branding Professor at Cornell University
Group Vice President, Brand Strategy & Identity at Huge


As hotels and hotel brands look to compete in an increasingly congested brandscape, the rush to adopt new digital technologies to stand apart from the competition has resulted in many rushing headlong into adopting technology, sometimes with negative consequences. Richard Swain of Huge and Prof. Chekitan S. Dev of Cornell University explain.