“It surprises me that there isn’t more of a focus on the rise of metasearch,” she says. “It’s not that the online travel agencies aren’t dominant and very strong in the marketplace, but this is what is coming, and it is coming fast and furious.” She notes that Google has designs on the hotel booking market and could become a strong competitor to existing OTAs. “Google is in plain sight and is being very aggressive about creating some of their new products, which are direct competitors to the OTAs,” she says. “But the question remains what this all will mean for hotels.” Estis Green is lead author of an update to a 2012 publication titled “Distribution Channel Analysis: A Guide for Hotels.” The new study, “Demystifying the Digital Marketplace,” will be released in three parts, with the first section due for release this month. Get the full story at Duetto