Will the value of brands remain sustainable in today's distribution age?
C-SUITE World Panel
— 9 C-Suite executives shared their view



COO and Founding Partner at citizenM
Let me start by answering the question first; “yes from a distribution perspective, the era of hotel chains is coming to an end”. Still today there are reasons why an independent owner might still work with a brand, even if it were only for distribution purposes. The distribution landscape is changing fast and there are few structured ways to educate yourself. The brands do have specific distribution knowledge and systems in place to guide independents. see more

Chief Executive Officer at Cycas Hospitality
If you'd asked me ten years ago about the future of hotel brands in the digital age, I'd have been uncertain. I could see the dramatic changes that were happening. Hotels' 'distribution costs' - particularly commissions paid to online travel agents (OTAs), other online intermediaries and brand loyalty schemes - were increasing rapidly, while fees paid to 'traditional' partners - wholesalers, tour operators, GDS, agents and the brands, themselves - showed no signs of decline. see more
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CEO of North & Central America at Accor
There is no doubt that hospitality companies are facing pressure from new players and tech companies from a distribution perspective. Furthermore, social media and online reviews ushered in a level of transparency that levels the playing field and holds brands accountable to their mission. Overall, the hotel companies still have a unique advantage in that we meet and greet our guests every day. We personally interact with our guests and through our frequent conversations and regular points of engagement we build long-lasting relationships. see more

CEO at Viceroy Hotel Group
Consumers are progressively depending on technology to plan and book travel, which is driving an increase in the number of technology companies seeking to incorporate distribution solutions into their business model. As a result, this competitive landscape has propelled innovation, while creating a downward pressure on cost to hotels. Smaller or Independent companies typically are able to embrace a faster cadence of innovation over larger operators that are tied to proprietary systems or extensive operating standards. see more

Chief Executive Officer at Dream Hotel Group
In short, no. The era of the hotel chain is not coming to an end as they certainly bring value to the industry in many ways, but the way hotels do business is unquestionably changing. While in the past a hotelier needed to work with a large chain or brand in order to have world-class distribution, in today's environment this is no longer essential to success. Smaller chains, boutique brands, and independent hotels have more options when it comes to distribution through advances in technology. This inevitably began to level the playing field in that regard. see more

Ex Chief Executive Officer (CEO) Deutsche Hospitality
Being part of a powerful network has many advantages on various levels and distribution is certainly one of them. World-class distribution is not primarily about size – it is also about knowledge, technology, and agility. However, chains can centralize knowledge and insights and deliver high-end services to their hotels for a lower cost, where independent properties need to create their own infrastructure and hire the right people. Hotel chains with established hotel brands offer sophisticated direct distribution channels. see more

CEO, InTown Suites and Uptown Suites
Brands (Hotel Chains) provide tremendous structure to a hotel's distribution strategy. However, I wouldn't describe the larger hotel companies as “brands”; they are distribution machines that include a CRS, Loyalty program, property management system and connectivity solutions that cater to different tiers (economy, midscale, luxury). see more

Chief Executive Officer at NH Hotel Group
I don´t think the hotel chain era is coming to an end. It's true that clients are evolving though, as are their preferences. There is a much wider offer in terms of product and consumers have more clarity as to what they want as well as access to different ways of managing their reservations. In this scenario, hotel chains must look for ways to attract consumers towards their own channels and retain them by boosting their loyalty. see more

CEO of Kerten Hospitality
Hotel chains will remain relevant since owners seek something with a proven track record and customers look towards brands they recognise because they want familiar experience. The new frontier ushers with new technology, travel apps and platforms that are changing the way our industry evolves. Apple did not allow Samsung to play catchup but altered the new retail endeavours and this is exactly what the Airbnb's of today are doing to the hospitality space. see more