Digital travel sales are expected to reach a new high of $815 billion in 2020, leaving little doubt that the number of online booking channels will continue to grow, creating an increasingly complex hotel distribution landscape. Research from Expedia Group revealed that travelers make an average of 43 searches before booking travel and analysis from McKinsey indicates there are 45 different touchpoints in the average travelers’ journey to book a hotel room. Between an increasing number of channels and the non-linear buying behavior of travelers, profitable hotel distribution is only going to get more difficult.
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