That’s the signal that the hotel industry should take from an interview [embedded below] that Expedia Inc. CEO Dara Khosrowshahi gave to CNBC’s Squawk Box show May 2. Asked whether rate-parity clauses between hotels and online travel agencies are under fire, Khosrowshahi said that Expedia will be more flexible in the way it works with hotels in the future, and that the standard way Expedia and hotels did business in the past will become less of a factor in the future. “I think that the standard retail rate model in general, which is the way we’ve done business for the last 10 years, is going to become a smaller part of the way we do business going forward,” Khosrowshahi said. “And that not only applies to the hotel direct [i.e. the hotels' own websites] but it applies for the hotels and how they work with us,” he said. “We are going to be able to offer hoteliers to show very specific deals to small segments of the population whether they are Facebook fans, whether they are tourists coming in from Indonesia, for example.” Get the full story at Skift.com Read also "Expedia reports higher revenue, bookings"