Who’s Winning Distribution in Travel?
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Who’s Winning Distribution in Travel?
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For every hundred pounds a traveller spends on a hotel room through Booking.com, the hotel sees somewhere between 70% to 85% of it. The rest goes to an OTA whose entire business model rests on knowing your customer better than you do. Independent hotels ceded 63% of their bookings to OTAs in 2025.
And this year, for the first time, OTAs overtook search engines as the primary place travellers start looking for hotels. So the question isn’t whether hotels are losing the distribution war. The question is whether they even know they’re fighting one.
Our guest this episode is Lisa Murphy who has spent her career at the intersection of hotels and the technology that distributes them. She’s now running HEDNA — the body that sits at the centre of this fight. We’re going to ask her exactly what she sees; who is winning the battle, and who wins the war.”
