Historically, IT infrastructure and general digitalisation have been perks reserved for the big players. In an era of OTAs where commercial activities and open interfacing can be outsourced, independent hotels can now pick and customise their distribution landscape to suit their particular needs without systems, process or staffing levels being dictated from elsewhere.

Yet, debranding almost always means that an existing product needs to be reintroduced into the market from scratch. Its new personality and offering needs to be effectively positioned to ensure a direct uptake.