But the biggest challenge with distribution isn’t “necessarily the new entrants;” it’s consumer behavior. As more consumers become comfortable with a mobile-first strategy, either via booking apps or websites, it’s given momentum to new players to enter the market.

New disruptors in the market have a unique advantage because they don’t have physical inventory like hotel companies do, so their ability to adapt and transform the user experience for a higher conversion is impressive.

Distribution: The hotel booking roadmap