The chart maps a fast-evolving landscape shaped by platform consolidation, new booking paths, and smarter revenue tools
Jun 12, 2025
Shiji has released its 2025/2026 Hospitality Distribution Technology Chart, marking a decade of mapping the rapidly evolving hotel distribution ecosystem. The latest edition, unveiled in Barcelona on June 11, highlights a transformational year characterized by AI integration, platform consolidation, and the rise of social media as a viable booking channel. With new categories like Marketplaces and Social Media with Booking, the chart reflects an industry increasingly focused on flexibility, direct revenue growth, and technology that delivers measurable returns.
Key takeaways
- AI is ubiquitous: AI is now integrated across nearly all hotel tech categories, powering personalization, upselling, and predictive analytics.
- Social media becomes a booking channel: Platforms like TikTok (Douyin) and WeChat are no longer just for inspiration—they’re driving bookings directly, reflected in a new chart category.
- Marketplaces and alternative distribution rise: A new “Marketplace” section underscores the shift beyond OTAs, with hotels diversifying distribution through emerging platforms.
- Upselling is core to revenue strategy: Upselling tools are no longer optional—they’re essential, helping hotels maximize revenue from existing guests.
- Direct booking and ownership gain focus: Hotels are increasingly investing in tools that improve direct booking performance and reduce reliance on intermediaries.
- Open APIs and integration demand grows: Flexibility is key: hotels demand tech systems that are interoperable and easily connected across platforms.
Download the chart a Shiji
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