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Customers do not book through the usual channels anymore: they look for the destination or the experience (Voyage-privé, Last minute that does not tell where you will sleep until the confirmation of the booking, etc.) and they are willing to travel at last minute without planning.
Customers used to book in advance and plan their trip but due to the technological breakthrough, it is now easier than ever to travel.

Hoteliers have to adapt by offering special offers for long term planned reservation or last minute booking, previsions are more complicated to make.
Customers might have a look at the hotel website, and others websites to find opinions and comments on previous stays. Seeing pictures and comments online on different websites such as Facebook or Instagram is definitely a help for the hoteliers.
Having a digital advertising might be one of the best option to get in touch with this connected range of customers.

Marketing must be adapted to this type of customers: fast, appealing, genuine.
It has to depict how their stay would be like.

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