In the past few weeks alone we’ve seen a landmark new deal between Marriott and Expedia, along with a bold statement of intent from IHG on maintaining their relationship with third-party distributors. With two of the world’s largest hotel chains publicly evaluating the role of an OTA in their business models, what repercussions could this have for the wider industry?

As tempting as it may be to get sucked into these narratives of drama, daring and defiance, it’s worth taking a step back and realising that these aren’t just standalone cases, but indicative of the start of a wider paradigm shift for hotels.