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The Evolving Booking Landscape in Lodging

The Evolving Booking Landscape in Lodging

  • June 2018
  • 55 pages
  • ID: 5443378
  • Format: PDF
  • Euromonitor International


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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.



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.


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.


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 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.


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.


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.


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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