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Why We’ve Been Looking at the Hotel Brands vs. OTAs War All Wrong

The hotel industry’s distribution war has an overlooked third party: the owner. New questions about AI, loyalty and customer acquisition could make that imbalance even more consequential.

What Changed: Hilton Q3: royalties calculated on gross room revenue, so OTA fees squeeze owner margins while brand fees hold.

Who it Impacts: Hotel owners, asset managers, brand franchise leaders, and OTA execs negotiating channel terms.

What to Watch: Whether AI agent bookings undercut OTA commissions or just add another fee layer.

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Skift Commerce Summit · NYC · Nov 11

The distribution war has a third combatant, and the margin math now runs through whoever controls the AI booking path.

Tyler Morse of MCR Hotels, Doria Holbrook of Oro Mobility at Hertz, and Adam Schwab of Luxury Escapes take the stage on November 11 in New York. 20 seats left.

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The Next Evolution of Travel Credit Cards

SPONSORED · CAPITAL ONE TRAVEL

Speaking at Skift Global Forum, Capital One Travel’s Sarah Moore shared how personalization, experiences, and trust can extend the traveler relationship.

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From Skift Research

The Vacation Rental Segment Relies Most Heavily on OTAs; Airlines Drive Most Direct

Source: Skift Research’s State of Travel 2026

Direct booking leads for flights and hotels, yet OTAs still handled 43% of travelers’ most recent hotel stays and nearly two-thirds of vacation rental bookings.

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Skift Podcast

AI Doesn’t Have the Bug That Made OTAs Rich

Sponsored search results only work because humans assume the top result is the best one. Sam Shank, co-founder and CEO of HotelTonight, which was acquired by Airbnb, says that’s the core vulnerability AI exposes for Booking.com and Expedia, and it’s enormous.

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