This article outlines a change in mood among the traditional hotel market towards OTAs, some even describing those such as Expedia and Booking.com as partners, in an effort to drive growth.

It references initiatives such as Expedia’s white label with Marriott Vacations and its TravelAds which used to direct consumers to the hotel page on Expedia but now direct them to the hotel’s own website.

It also discusses Rev+ which enables hotels to monitor competitors and optimise pricing, helping make the whole industry more effective, efficient, and profitable.

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