Amazon reportedly attempted to enter the hotel distribution arena in 2014 with a trial with independent hotels. While the trial may have proved unsuccessful, four years is a long time in Amazon’s evolution, and it is possible the online retailer may well re-enter this field. For hotels, this could provide a distribution alternative to the OTAs, and at a much reduced commission.

Amazon currently boasts more than 100 million Amazon Prime members, with an incredible conversion rate of more than 70%. Non-Prime customers still have a market-leading conversion rate of more than 13%, that’s four times the average conversion rate of 3% for online retailers. The average hotel website conversion rate is 2.2%. It’s easy to see why Melia has taken the decision to start listing its gift cards on the site.