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In many ways I look at this as an extension of Expedia. I suppose another clip on the ticket on the way through, which I can only imagine will make an Uber hotel booking more expensive.Is more distribution opportunities a good thing?

The big winner here is Expedia, adding another marquee player to its affiliate network. Uber will join other significant affiliates of Expedia, together with Chase Travel, Walmart Plus Travel and numerous airlines, tour operators, cruise lines, etc.

For hotels already locked into aggressive distribution deals with Expedia, this is a warning signal, as it reinforces intermediary power at precisely the moment the industry has spent years trying to rebuild the direct guest relationship.

We as an industry need to focus on careers and not only jobs. What we have found is that a solid education in hospitality including an internship can prepare people for any service sector career opportunity, hospitality and tourism, retail, healthcare etc.

Hospitality’s talent crisis is not about supply; it is about signalling. For too long, the sector, still dominated by fragmented, family-run SMEs, has relied on informal narratives and outdated assumptions about “passion” and “hard work,” rather than articulating a compelling, modern value proposition.

The perception issue is compelling. Perception matters, especially among Gen Z, but it is often shaped by lived experiences, labor market signals, and what students observe through internships, part-time jobs, and social narratives.Based on my experience working with students, many are not aware of the variety of career opportunities in hospitality.