An inefficient marketplace encourages people to exploit the inefficiencies. Take hotels, where rising distribution costs and 'must have' meta search advertising exposure is making it increasingly expensive for hoteliers to access the customers they need - although, both hotels and travelers never had so many channels to choose from.
A more efficient model is needed to ensure a sustainable future for all. So, how can we shape the future of the hotel distribution marketplace?
The answer, is that all hotel industry players need to work together to create a linear route between professional bookers and hotel content. This approach excises loopholes in the system, preserves the amount of choice (which is clearly a good thing), and makes it easier to compare and contrast hotel packages.
There needs to be a better option available for hoteliers and bookers, that allows simple comparison of offers, sustainable revenue growth, facilitation of various payment options and business models, and that can sell a wide range of hotel content. In practice, what this looks like is a single point of entry to access multiple distribution channels.
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