Reasons include increased industry consolidation and resultant negotiation and technology muscle, an increasingly fragmented industry landscape and moves by online travel agencies to become more collaborative as tech giants such as Google, Facebook and Amazon enter the hotel distribution space.

Speaking during the final keynote panel at the Hotel Data Conference on “Are hotels finally winning the distribution battle?” Michelle Fiorletti, director of revenue management at LodgeWorks, said she believed the tide is turning but the battle is far from being won.

Panelists questioned the word “battle” in the panel’s title, suggesting that OTAs have to be considered valuable partners.