Figures released by hotel management software firm RateTiger paint an intriguing picture of the continual climb in online activity by hotels.
While some might assume online bookings for hotels, for example, had reached a peak of sorts in recent years and the number of customers trying web booking for the first time was slowing, but data released for the past three years may suggest otherwise.
In addition, hotels appear to be using more sites to distribute products and therefore are calling on the RateTiger system more often to make updates for particular channels.
RateTiger says "online activity" - including room and other inventory changes - from the hotels on its system jumped by 196% between January 2009 and January 2010.
This isn't far short of the 218% growth experienced between January 2008 and the same period in 2009.
RateTiger says the average number of sites that hotels use to distribute product (online travel agencies, metas, affiliate networks) has also increased from eight in 2008 to ten in 2010.
The increase in this area is generally taking place at the rate of one extra site a year since the monitoring of data began.
The most likely reason is due to wider choice of intermediary sites in the marketplace and the need to offload distressed stock quickly and in more channels, primarily as a result of occupancy rates declining as the economy worsened in the latter part of 2008.
The company says in January 2010 it tracked 27 million updates of online activity by hotels to its system.
Chief executive Sascha Hausmann predicts this will reach around 500 million updates over the course of the next 12 months.