Behind Sonder’s Multi-Pronged Tech Approach to Sell More Rooms

While hospitality company Sonder has a complex digital strategy in place to fill its properties, what it really wants is for its mostly Gen Z and millennial guests to brag about their cool stays on social media. Sonder describes itself as a next-generation hospitality company, and its R&D budget is wide-ranging, with marketing a key focus, according to its senior vice president of revenue. "We have a very omnichannel approach to distribution, whether its sales or third-party distribution, things like Airbnb and booking.com," said Shruti Challa, speaking at the Skift Future of Lodging Forum on Thursday. It also uses Google Hotels and Tripadvisor. But