A lot has changed through the pandemic. And as a result, many implemented new systems to serve the customer better. In some cases, those systems introduced a third party between the business and the customer, who now controls a significant portion of the experience. And doesn’t allow for purchasing or making reservations a guest, without a profile being completed.
At some point, “you may like this” recommendations may be made to the customer. Will that lead them elsewhere? Is having a third party controlling the experience (and collecting their data across a range of companies) better for the business or the third party? And does that system make life better or worse for the customer?