Preventing a Hospitality Identity Crisis

Summary

As the number of hospitality brands and product variations proliferates, the hospitality industry continues to respond slowly to changes in technology and distribution. With a lack of a centralized, digital identifier or management technology for each property, confusion arises whenever there is a change to ownership or rebranding. Often, old listings will appear simultaneously alongside new ones for identical properties, sowing confusion and profit losses. Cue the Unique Hotel Identifier, or UHI – a registry that definitively identifies a property and references its relevant and most fundamental resources and attributes. Intended to portray properties and their key attributes accurately, affordably and quickly, the development of UHI could be a global game-changer for the hospitality industry.