For years, there’s been a reliable drumbeat of fear around the expansion ambitions of Google and Amazon. Amazon seems to be permanently poised to threaten travel, while Google’s Hotel Finder has evolved into a full-featured and highly competitive product that even Expedia sees as its main competitor.

Last year, the coverage in industry publications expanded to include Airbnb, which laid down the gauntlet by saying it’s now “100%” in competition with online travel agencies.

Many hotels are seeking alternative channels that provide greater value through lower commissions and/or more efficient demand generation.