Hotel Websites Don't Matter—and 3 Other Insights on Travel Booking Trends

New report offers advice for hotel marketers

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As Airbnb continues to disrupt tourism and travelers seek out more unique, localized experiences, hotel marketers need to break out of industry tropes and adapt to guests' changing tastes. "Where They Go. Why They Stay," a new report released today by brand engagement firm Sullivan and qualitative research firm 20|20 Research, provides a look at travelers' decision-making processes and offers tips for attracting more guests.

Here are four key insights from the report.

1. Location is paramount.

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