The OTA is in transition. In a post-session conversation with TechTalkTravel, Booking.com’s Todd Dunlap highlighted the global brand’s expansion beyond just the accommodations.

Reading between the lines, it's clear that the major OTAs see deceleration in market share growth, and are looking beyond bookings. This evolution becomes especially critical as the costs of distribution technology drop alongside the growing dominance of Google Hotel Ads.

Today’s distribution landscape is one where hotels of all sizes can profitably pursue more direct bookings with less reliance on the main players.