Can hotel wholesalers survive the age of AI?
💻 Jan 20, 2026, the impact of AI on hotel distribution is evident. Hotel wholesalers like Hotelbeds and WebBeds represent a small single-digit percentage of global online hotel booking revenue. AI is reducing reliance on intermediaries, with wholesalers remaining relevant in specific segments. While wholesalers have embraced APIs and dynamic pricing, these advancements may not suffice in an AI-driven market. To survive, wholesalers must become tech-driven partners, offering specialized value beyond traditional models.
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