Hotels have already given away large segments of its business to OTAs and now are at risk of losing even more market share to technology giants with massive budgets and a deep understanding of e-commerce strategy.

That was the premise of “The Next Big Industry Threat,” a session Monday morning at HITEC, the Hospitality Industry Technology Exposition and Conference taking place in Minneapolis, Minnesota.

Presenters contend the hotel industry can fend off these threats by adopting a retailing mindset and using technology that supports that model, rather than relying on outdated property management systems.