Is hospitality distribution the modern RM swingers club?!?

Is distribution just another word to hide that we are all just sleeping around?

Distribution used to be simple.

You had your direct channel. You had a few partners. Maybe a tour operator here and there. It was predictable, almost like a long-term relationship. You knew who you were dealing with, they knew you, and over time something resembling loyalty developed. Not perfect, but stable.

Now fast forward to today and it feels less like a relationship and more like scrolling through Tinder at 11pm.

Guests jump from one platform to another. Compare, swipe, check reviews, open five tabs, maybe commit, maybe not. Sometimes they book instantly, sometimes they disappear completely. And sometimes, just when you think you’ve got them… they go with someone else who looked slightly better in that moment.

The era of one-night stands

OTAs are the ultimate one-night stand for YOU! Fast, frictionless, no commitment. You meet, you transact, and that’s it. No follow-up, no emotional attachment, no expectation of coming back. For the guest, it’s efficient. For the hotel, it’s a constant cost of acquisition that never really stops.

You don’t “own” that relationship. You rent it. Every single time. And like any one-night stand, it can be fun in the moment, but it’s not exactly building anything long term between you and your guest. But guess who is....

Loyalty isn’t what it used to be

There was a time when loyalty meant something closer to marriage. You stayed with the same brand, collected your points, recognized the logo, maybe even knew the staff. There was familiarity, and with that came trust.

Today, loyalty looks very different. It’s closer to “I like you… until something better shows up.”

A slightly cheaper rate, a better location, nicer photos, a stronger review score… and suddenly your loyal guest is exploring options again. Not because they’re disloyal, but because the environment makes it incredibly easy to compare and switch.

The barrier to leave is basically zero.

50 shades of distribution

Distribution today is not a channel strategy. It’s a full-blown ecosystem.

You have your brand website, OTAs, metasearch, Google, mobile-only offers, member rates, closed user groups, affiliate links. Each with slightly different pricing, visibility, and rules. Each trying to influence the same decision.

Guests are not moving through this in a straight line. They jump in and out. They discover you on one platform, validate you on another, compare you somewhere else, and then book wherever it feels easiest or smartest in that moment.

It’s not a funnel anymore. It’s a dating pool. And everyone is in it.

So… is distribution dead?

No. But the old idea of distribution is.

The idea that you control the journey. The idea that you can push guests into one channel. The idea that “direct is best” simply because you say so. That world doesn’t exist anymore.

Guests don’t think in channels. They don’t wake up and say, “Today I will book direct.” They think in outcomes. What’s the best option for me right now? What feels right? What gives me confidence? And then they act accordingly.

What actually creates loyalty now is: Intention

Loyalty today is not built through points alone. It’s built through experience, consistency, and ease.

It’s the difference between someone saying, “I booked this because it was the cheapest option,” and “I booked this because I wanted to stay there.” One is purely transactional. The other has intent behind it.

If your direct channel feels complicated, slow, or overpriced compared to alternatives, people will leave. Not because they dislike you, but because you made the decision harder than it needed to be.

In a world where everything is one click away, friction kills loyalty faster than price.

The real shift

Distribution is no longer about managing channels. It’s about understanding behavior.

When do people start searching? How many touchpoints do they go through before booking? What creates confidence? What creates hesitation? Why do they abandon and come back later?

The hotels that win are not the ones fighting OTAs like it’s a war. They’re the ones understanding the journey and showing up at the right moment with the right message, on the right platform. Oh gosh i hate myself for saying that 5 R crap.

The conclusion

Distribution isn’t dead. It’s just no longer exclusive.

Guests are exploring, comparing, switching, and yes… occasionally committing. But that commitment is earned in the moment, not guaranteed by brand or channel.

The question is no longer how you force guests into direct. The question is why they would choose you when they have ten other options open on their screen.

Because in this environment, loyalty is not a contract. It’s a decision.

And that decision gets made every single time.

Love, Fabi