The history of hotel distribution is a sequence of technological shifts that hoteliers have consistently underestimated—or outright ignored—even as they began unfolding with unstoppable momentum.
From the emergence of the internet, the rise of online travel agencies, the dominance of online reputation, the advent of cloud computing, and now the integration of artificial intelligence, the hospitality sector has all too often lagged behind. This delay has left ample space for startups and tech giants to develop and impose their own solutions.
Hospitality, in all its forms, is built around the guest experience. In that regard, the industry returns to its roots—leveraging differentiation, emotion, and personalization to resist the commoditization of its product.
This is clearly the right strategy to regain control over distribution, or at the very least, to re-establish a viable balance between direct sales and third-party intermediaries.
But one fact cannot be ignored: hospitality customers have long embraced the tools of modern distribution. They will not give up the convenience and user-friendliness of booking channels that are constantly evolving—thanks to staggering levels of investment.
If we want guests to reconnect directly with hotel operators—feeling recognized, valued, followed, and supported throughout their journey—technology becomes a cornerstone. Not just any technology: it must be seamless, relevant, and intelligent, going beyond average daily rate optimization and revenue forecasting. It must enable behavioral insight, purchasing pattern analysis, and truly tailored guest experiences.
The most sophisticated tool, packed with advanced features, is only as powerful as the teams that adopt and feed it. Time is running out, and a true industry disruption is underway. We cannot say we weren’t warned. The hospitality industry will have no excuse if it misses this opportunity yet again.
Two strategic shifts are gaining momentum in parallel—both requiring bold investment from hospitality players:
- Migration to the Cloud, essential to stay connected to the latest innovations and ensure data security;
- Integration of Artificial Intelligence, across a range of solutions, to improve prediction accuracy, better align offerings with guest profiles, and truly activate behavioral analysis.
The rupture is happening now… and it’s only the beginning.
Revolutions are accelerating, scaling faster, and transforming decades-old habits in just a few years.
This disruption may be painful—even fatal—for those who delay facing it, risking either exiting the market altogether or falling into new dependencies on powerful intermediaries, always willing to “help”—for a price.
