The Confirmation Email Is Only Where the Trust Test Begins

A new industry read pulled from IHG, Priceline and McKinsey lands on a truth every good host already knows: getting a guest to say yes is not the same as keeping them settled. Travel brands have become exceptionally skilled at the moment a traveler clicks "book" — the offer, the price, the close. What comes after, when a guest starts wondering whether the room, the view, or the stay itself will live up to what sold them, is the part the research finds largely unanswered. For hotels and resorts, where a guest's ease at check-in is its own kind of craft, that stretch between booking and arrival is quietly becoming the next place hospitality has to show up.

With reporting from Skift.