Hotel companies were considering moving to a model where owners pay for business delivered, delegates at this year's Hotel Distribution Event in London heard.The shift puts the role of the global branded groups under ever-closer scrutiny, as the cost of distribution informed owners' choices.Peter O'Connor, professor of information systems, ESSEC Business School, said: "Do hotel companies know what they're doing? Are they sleek professionals or are they about to drown in a sea of change? Hotels can't carry on charging 12% of the top line. They need to evolve. They will put less emphasis on brand and more on the distribution. Two companies are looking at business delivered instead."Hotels are working with a model which is going out of date."O'Connor pointed to over 700 brands in the hotel sector, which he described as a "problem" because "it's becoming very difficult to identify them", pointing to less than one third of people searching for a hotel search for a brand on Google and less than 1% of people on Expedia filtering by brand. He added: "You may be benefiting from lower OTA fees with a brand, but you have to factor the brand fees in as well."