Phocuswire's annual list has an impressive track record of identifying and honoring companies that later go on to make significant impacts on the travel and hospitality sector.

It is such an honor to be alongside industry giants recognized in previous years, such as TravelPerk, Frontdesk and GuestReady.

Guests are looking for experiences first, and they want them to be bookable online, in advance, and at the touch of a button.

Offering a tours desk alongside check-in is very “last season” - instead, hotels need to start from a point of selling the experience of their destination.

With recent announcements from Marriott, Four Seasons, Meliá and others, it’s clear this trend is already shaping the industry.

For those that want to stay in the game, adding experiences may remain the best - if not only - way of avoiding becoming just another faceless listing on an online travel agency.