The industry needs to focus on higher quality XML integration providing two-way data transfer to deliver automated channel solutions. The entire market place needs to work towards the harmonization of the sales process including inventory distribution and removing the manual error-prone task of reservation and guest data entry by supplying OTA booking data direct to the PMS. Data demands will just continue to get bigger and more intelligent. Hotels want to see live rate data and with this will update room rates more regularly. We absolutely must have standards that are universally adopted. We still have a long way to go, there has been some progress and we are beginning to see more parties take part in developing this technology rather than fighting one another. Potentially as the OTA industry begins to consolidate and new business fights for its foothold we will see better technology collaboration. Get the full story at eRevMax