Skift: The hotel distribution battle should focus on hotel owner costs

On November 3, 2026, Skift published an article pointing out that the contest between hotel brands and OTAs has long been simplified as "who gets the guest," while overlooking hotel owners who pay both the brand and the OTA. The report, citing Hilton's financial report released on October 27, said that its third-quarter franchise and licensing revenue reached $815 million, and that this fee is ultimately borne by the property, which still needs to remain profitable. Skift therefore argued that understanding the brand-versus-OTA dispute should return to the perspective of hotel owners' cost burden.