Martin Soler, Marketing Advisor and Partner with Dryven.co, believes there will be a “massive shift in channels, where the channels will no longer be the OTAs or various structures as we know them.” He points out that Google has – up to now – not been interested in transactions as such as “they’ve always been about being the channel and getting the clicks or driving traffic.” “They’re an ad agency and they like to be the channel, leaving the transaction to someone else, especially if they have one massive channel. It would be a bidding war between Expedia, Booking, direct channels and everyone’s just going to bid higher and they’re going to make more money.” However, he says, they “could flip the switch and do it” so he would “definitely keep an eye on it.” Get the full story at EHL Hospitality Insights