The hotel industry is at an inflection point.

Traditional B2B channels—specifically the Global Distribution Systems (GDS)—have long been the foundation of corporate travel procurement. However, these legacy systems severely limit how properties can communicate their story, differentiate
their value, and meet modern traveler expectations.

The gap between consumer and business travel booking
experiences has never been wider, creating inefficiencies,
frustration, and program leakage that impact properties,
corporate buyers, and travel management companies alike.

The industry must act now to modernize hotel retailing.