Skift: The hotel distribution battle should focus on hotel owner costs
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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.
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- Skift FeedWhy We Have Always Misread the Hotel Brand vs. OTA Battle
Skift argues that the contest between hotel brands and OTAs has long been simplified to "who gets the guest," while overlooking hotel owners who pay both the brand and the OTA. Hilton's October 27 earnings report showed third-quarter franchise and licensing revenue reached $815 million; this fee is ultimately borne by the property, which still needs to remain profitable.
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