Platforms rule travel, no need for your own online channel – or?

Travel is often used as an example of an industry where platforms like Hotels.com, Booking.com and Airbnb rule. This recent story in New York Times offers a good reminder that the future might not be that simple.

With Occupancy High, Hotels Seek to Avoid Online Booking Services

Takeways:

• Platforms offer great selection and prices in some scenarios and for some customer types. However, hotels still have good reasons to build their own reservation channels and drive customers to using that channel – e.g. by offering better rates or other benefits.
• Especially for big brands and chains, this kind of approach makes a lot sense. Also, travel is very different from e.g. the taxi business where the winner (Uber) most likely takes it all.
• Probably there will be plenty of room for platforms and brand-specific reservation systems in the future. And most likely many operators need to build their own channels while also having a strong presence on the most important platforms.