Rubrica

💻 "Il meglio di..." is a common internet search phrase indicating a high interest in finding the best options, demonstrating a key SEO strategy. Last week in Berlin, the author discussed the "Best of Breed" concept, prevalent in hotel technology, with Martin Soler. This approach is being outpaced by integrated solutions, like ERP systems, and now by the emerging "platform" concept. Customers are adapting to these shifts, as the suitability of "the best" is context-dependent. The technology landscape is advancing towards a new platform era.

📈 Simone Puorto challenges the priority of improving website conversion rates, arguing that web users spend only 12% of their time on websites (eMarketer source). He suggests a radical uniformity in the user experience (UX) for the 700,000 hotels worldwide, proposing they use the same web and booking engine template to reduce cognitive load and mirror the consistency of platforms like Booking.com and Amazon, which dominate through reliable, albeit monotonous, UX.