Undoubtedly, the internet has revolutionized the way we travel, particularly in terms of research, planning, and booking holidays. This digital transformation has enabled consumers to make instant travel arrangements with more flexibility than ever and empowered accommodation providers to evolve their business models and gain new efficiencies.
While much of the growth in the lodging industry is absorbed by online booking capabilities – be it a direct channel of independent accommodation, a hotel chain website, or a digital platform like Booking.com, Expedia, or Trip.com – the offline channel is holding steady.
