Leading in technology and therefore leading the market are the two largest online travel agents: Priceline and Expedia. They can afford to A/B test and be more agile than hotels. The technological constraints faced by hotels make competing with OTAs a fairly daunting task. Throw in competitors from the sharing economy, such as Airbnb, and it seems there’s a lot racked up against them. The figures don’t stack up too kindly for hotels either. According to Kalibri Labs, direct hotel bookings decreased by 40% from 2011-2015, while third-party commissions, such as those paid to OTAs, have doubled. For hotels, ADR and RevPAR may be up, but the profit margins for owners are worse off now than they were just after the recession, because of the rising cost of distribution. Get the full story at Duetto