Over the last decade, the world’s most innovative hotels and hotel brands have developed as portals into their destinations’ local communities. To communicate that experience to guests, hotels are developing sophisticated online content marketing that positions the hotel as a character in a traveller’s journey. This professional brand storytelling has an editorial nuance in its delivery that must entertain, enlighten, inspire and/or educate in some way to be effective. Hotel brand marketers and their agencies realise that content with a hard sell and generic execution doesn't engage or motivate consumers to buy. Therefore, there's a rise and reallocation of budgets in hospitality to develop more engaging content, track and measure that engagement, and partner with more types of third-party content creators. Click here to download the full report.