Throughout the week we post dozens of original stories, connecting the dots across the travel industry, and every weekend we sum it all up. This weekend roundup examines hospitality.

For all of our weekend roundups, go here.

>>Before you read this, ask yourself: What exactly does Sheraton stand for? For example, Westin is synonymous with wellness, St. Regis with luxury, W with lifestyle. And at the end of this article, ask yourself that same question again. If you struggle to come up with an answer, it’s clear Marriott has a lot more work to do with the Sheraton brand: How Sheraton Lost Its Way and Marriott’s Plans to Bring It Back

>>The next big questions hoteliers might soon be asking themselves: “Alexa, how do I make sure you recommend my hotels when they ask you where they want to stay?” Or, on the flip side: “Why did I invest so much into the modern-day version of the iPod docking station?” Amazon Wades Into Travel as Hotels Turn to Alexa in Rooms

>>Disruption in the travel industry is a universal constant, and we can certainly expect Amazon and Google to continue that tradition. An even more interesting question to ask ourselves for the moment: Why aren’t Google and Apple doing more to get their smart devices into hotel rooms like Amazon is? What Hotel CEOs Are Saying About Amazon and Google’s Growing Influence in Travel

>>Industry pressure in the hotel technology sector is leading to more technology roll-ups. Expect this to be one of many announcements in the next 18 months: Hotel Tech Consolidation Ramps Up With This Software Merger

>>The state of hospitality is indeed strong, but there’s always room for a few nips, tucks, and optimization. Here are a few ideas that modern hoteliers can crib from: A Few Friendly Suggestions for Modern Hoteliers

>>By the time we publish this, we wouldn’t be surprised if AccorHotels has already purchased or invested in another business: An Insider’s Perspective on AccorHotels’ Wide-Ranging M&A Strategy

Photo Credit: A Sheraton hotel in Arizona is pictured. Marriott is trying to transform the Sheraton brand. Kevin Dooley / Flickr