Speaking to Travolution last week at the ITB trade show in Berlin, Carlos Muñoz said the integration of GTA and Tourico, which is now almost complete, offers the benefits of scale.

He said hotels can now access though its trade partners – travel agents, tour operators, airlines and loyalty schemes – a market that they find difficult to reach.

And he said this market also tends to be a highly valuable one for hoteliers in that they typically stay longer, are more international and cancel less often.

Related: Hotelbeds Group platform reaches 170,000 unique hotels following integrations