The early days of the COVID-19 crisis have exposed shortcomings among big actors in online distribution (such as OTAs), especially regarding reimbursement in the event of force majeure. The subpar handling of this exceptional situation has caused newfound distrust among many users, who are now likely to seek out alternatives when booking their next trip. Thus, the grasp hegemonic actors held over the market was damaged loosened, leaving room for hotels to establish a new and more diversified online sales strategy.

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