Strategy Briefing

The Evolving Booking Landscape in Lodging

Jun 2018

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The online booking landscape for lodging continues to evolve, with new players claiming their stake and existing players blurring the boundaries of conventional role divisions in the booking process. This briefing explores how the relationship between hotels and OTAs is evolving, and investigates the impact of Airbnb, Google, Facebook and Amazon on the booking landscape.

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Overview

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OTAs increase power position

The strong growth of online travel agents has resulted in a power shift away from hotels. OTAs are very successful in the hotel industry due to its fragmentation, which they manage to consolidate on their platforms.

Hotels try to fight back

By lobbying to curb the impact of OTAs, and through increased direct booking campaigns, hotels are trying to win back some of the touch points with the customer, and thereby some of the power they have relinquished to OTAs.

Meta-search is encroaching on OTAs

Today’s consumers want choice, and meta-search engines have this in abundance. Turning a meta-search engine into a booking platform is harder than it sounds, as the case of TripAdvisor shows.

Airbnb has far-reaching impact

Airbnb is the posterchild of “disruption” in the lodging industry, and as it concentrates on adding hotels, experiences, flights and a loyalty programme, what the company does has considerable impact on the booking landscape in lodging.

Ones to watch: Google, Facebook and Amazon

Some of the largest companies in the world keep a close eye on the travel industry, and can jump in (or jump in deeper) to claim their stake. These brands have strong recognition and a loyal user base.

Will blockchain turn the booking landscape on its head?

Blockchain is lauded as the next big thing in travel booking, and its implications could be far-reaching, especially for the role OTAs will play. It is unlikely that it will make OTAs fully redundant, however, as long as these players are able to adapt.

“Co-opetition” to achieve success

Despite all the power struggles and competition, players in the booking landscape are well aware of the fact that they rely on these competitors for their own success. The lodging booking landscape is characterised by “co-opetition”. This is unlikely to change.

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Introduction

Scope

Hotels vs OTAs vs GDSs vs Airbnb vs meta-search vs tech giants…

A timeline of disruption

Key findings

Hotels vs OTAs

OTA success depends on vertical integration

Online intermediaries have registered strong growth

Hotels cannot compete with OTA gross bookings

Can hotels compete with OTAs’ (spending) power?

Hotels taking the legal route to curb OTAs

Efforts to increase direct bookings on the rise

Help is on its way for hotels

Hilton and Marriott launching direct booking campaigns

IHG introduces Your Rate

AccorHotels acquires a host of companies to better compete with OTAs

Hotel chains becoming intermediaries in their own right

Do airlines have a role to play?

Could GDSs power grab benefit hotels?

IHG collaborates with Amadeus to change booking landscape

Meta Goes Beta

Meta-search battle is heating up

Skyscanner turns on direct bookings

TripAdvisor trips up over Instant Bookings

The Airbnb Impact

What they say about Airbnb

The growing impact of Airbnb on established players

Airbnb and hotels: A love-hate relationship

New categories and Airbnb Plus pull Airbnb into hotel space

OTAs shift focus to short-term rentals

Airbnb makes no secret of its OTA ambitions

Looking for more loyal travellers

Disrupting the disruptors

Tech Giants Eye Travel

The immense power of Google

Google Hotel Finder poses a direct challenge to OTAs

Taking control of the customer journey

Book on Google: high competition leads to high scrutiny

The case of Google highlights “co-opetition” in the booking space

Google’s future travel aspirations

Could Facebook take a bigger piece of the travel pie?

Marketing reach makes Facebook strong partner for travel brands

Messenger offers conversational B2C relationships

WeChat Go offers all-in-one travel companion

Does Facebook have a future in bookings?

Is Amazon interested in travel?

Amazon to move (back) into the travel booking market?

It all revolves around Prime

Prime could change travel loyalty

Alexa offers opportunities

Opportunities are plenty, but which road to take

What Next?

Power relations shift but mutual reliance will remain

Will blockchain change the face of travel booking?

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

The Evolving Booking Landscape in Lodging

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

OTAs increase power position

Hotels try to fight back

Meta-search is encroaching on OTAs

Airbnb has far-reaching impact

Ones to watch: Google, Facebook and Amazon

Will blockchain turn the booking landscape on its head?

“Co-opetition” to achieve success

Want to find out more about this report?

Table of Contents

Introduction

Scope

Hotels vs OTAs vs GDSs vs Airbnb vs meta-search vs tech giants…

A timeline of disruption

Key findings

Hotels vs OTAs

OTA success depends on vertical integration

Online intermediaries have registered strong growth

Hotels cannot compete with OTA gross bookings

Can hotels compete with OTAs’ (spending) power?

Hotels taking the legal route to curb OTAs

Efforts to increase direct bookings on the rise

Help is on its way for hotels

Hilton and Marriott launching direct booking campaigns

IHG introduces Your Rate

AccorHotels acquires a host of companies to better compete with OTAs

Hotel chains becoming intermediaries in their own right

Do airlines have a role to play?

Could GDSs power grab benefit hotels?

IHG collaborates with Amadeus to change booking landscape

Meta Goes Beta

Meta-search battle is heating up

Skyscanner turns on direct bookings

TripAdvisor trips up over Instant Bookings

The Airbnb Impact

What they say about Airbnb

The growing impact of Airbnb on established players

Airbnb and hotels: A love-hate relationship

New categories and Airbnb Plus pull Airbnb into hotel space

OTAs shift focus to short-term rentals

Airbnb makes no secret of its OTA ambitions

Looking for more loyal travellers

Disrupting the disruptors

Tech Giants Eye Travel

The immense power of Google

Google Hotel Finder poses a direct challenge to OTAs

Taking control of the customer journey

Book on Google: high competition leads to high scrutiny

The case of Google highlights “co-opetition” in the booking space

Google’s future travel aspirations

Could Facebook take a bigger piece of the travel pie?

Marketing reach makes Facebook strong partner for travel brands

Messenger offers conversational B2C relationships

WeChat Go offers all-in-one travel companion

Does Facebook have a future in bookings?

Is Amazon interested in travel?

Amazon to move (back) into the travel booking market?

It all revolves around Prime

Prime could change travel loyalty

Alexa offers opportunities

Opportunities are plenty, but which road to take

What Next?

Power relations shift but mutual reliance will remain

Will blockchain change the face of travel booking?

Why buy this report?

Want to find out more about this report?

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