Major hotel groups are increasingly working on direct sales to guests to avoid third party commission. Meanwhile the biggest three OTAs, Expedia, Priceline and TripAdvisor, are being threatened directly by tech giants such as Amazon, Airbnb and Alphabet (parent of Google), who are selling hotel rooms, flights and experiences and have the added benefit of their own massive customer data banks.

The three OTAs are spending over a billion dollars a quarter each on marketing and advertising but this is hitting overall profitability.

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