Traditional hoteliers were told at the Travel Distribution Summit that they need not fear the rise of alternative accommodation providers pose, if they change with the times. A case of “if you can’t beat them join them”.

The alternative accommodation sector is described as disruptive for opening up new possibilities for consumers, and challenging the status quo, but such disruption is very expensive for incomers and means ‘moving mountains’.

The recent purchase of One Fine Stay by Accor Group was discussed as a good way for hotels to embrace change and stay one step ahead, using existing resources such as staff and physical infrastructure to add value in a way vacation rentals can’t.

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