This article discusses how the last two years have often been dominated by talk of the “direct booking wars” between hotel brands and OTAs for the hearts and wallets of consumers, and thinks they will soon be vying for hotel owners, too – even considering whether the online travel agencies won’t be willing to outright buy their own hotels or hotel brands down the line.

The conclusion seems to be that while it might be easier for online travel agencies to become more like traditional hotel companies, the same doesn’t seem to apply for hotel companies becoming more like online travel agencies – but it’s hard for one to exist without the other.

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