To them, a brand like Priceline that curates and automatically selects the best option is showing that it cares about consumers’ time. Their love of the sharing economy is another boon for OTAs like Booking.com, which contains 7.3 million listings’ worth of “alternative accommodations” (like Airbnb-listed apartments) that travelers can view alongside traditional hotel rooms. This is a nightmare scenario for hotels, effectively transforming the sharing economy from a niche alternative into a full-blown competitor. To be sure, OTAs and hotels - particularly smaller, non-branded hotels that need the additional marketing - could peacefully coexist. In fact, Priceline, which does most of its business abroad (where fewer hotels belong to branded chains), is immune to much of the blowback facing OTAs. Budget hotels reliant on walk-in bookings could withstand additional OTA growth. But the remaining hotel operators likely will have to contend with Priceline and Expedia for years to come. Get the full story at Forbes