Innovative hotel sub-brands have been particularly effective in the battle against industry disruption from the Airbnb effect and the popularity of boutique hotels. This is according to global brand strategist firm Landor’s United States 2016 BrandAsset Valuator, which compares statistics for more than 76 hotel brands.

Innovations include voice-activated rooms  and a digitally enabled environment, with room service available via mood-specific emoji texts and delivered by a robotic butler, from Starwood’s Aloft. Marriott’s Moxy attracts millennials through a social experience that comes with a bar that never sleeps, while Element by Westin offers a nature-inspired design with emphasis on healthy living.

The report concludes that perceptions of innovation have never been more important in driving brand strength across all market segments and across a wide range of traveler types, and wonders whether the biggest brands will be nimble enough to innovate.

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