STAYSkift · 1h ago
Why We’ve Been Looking at the Hotel Brands vs. OTAs War All Wrong
Executive Brief
The 30-second read
The hotel distribution landscape is evolving beyond the traditional conflict between major brands and online travel agencies. Executives must now account for the growing influence of property owners amidst shifts in AI-driven loyalty and customer acquisition costs.
- 01Hotel owners represent an overlooked third party in the distribution conflict between brands and OTAs
- 02Artificial intelligence integration is fundamentally reshaping traditional loyalty programs and direct booking strategies
- 03Rising customer acquisition costs are creating a significant power imbalance for property owners
- 04Strategic focus must shift toward navigating the three-way dynamic between brands, agencies, and owners
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The hotel industry’s distribution war has an overlooked third party: the owner. New questions about AI, loyalty and customer acquisition could make that imbalance even more consequential.