As the hospitality industry evolves, it's clear that technology is making many more channels available for reaching potential guests. These aren't traditional marketing methods, but channels integrated with various online platforms.

Airbnb, for example, while currently somewhat a pariah for the hotel industry, is a prime example of a company using a technology platform to become a hospitality provider, instead of a hospitality company trying to become a tech platform.

The same can be said of ride-sharing services such as Uber and Lyft, which play a primary role in many travelers' journeys. These now qualify as hospitality companies in a way, because technology is helping to create a broader meaning of the word.

If the industry can't keep up with the opportunities presented by technology, it risks being outplayed and outlasted. If it can, however, there's a chance that future collaboration could benefit all parties.