In the Rishi and Gaur article Emerging sales and marketing challenges in the global hospitality industry (listed as supplemental reading), personalization or customization of services, creating a strong parent brand, under-utilization of the social media and diverting tourists from heritage properties are identified as emerging sales and marketing issues and challenges faced by the hospitality industry. Which of these do you feel is the most significant? Which has the greatest implication over the next 10 years