CBInsights reckons it has identified more than 60 travel startups that will in various ways erode the power of major hotel chains.
The business consultancy service says the established hotel giants such as Starwood, Hilton and Marriott (two of which will soon become one, of course) are facing a continued impact to their operations from a string of new businesses.
These, it says, are not just the obvious players such as Airbnb, but budget hotel networks, niche service providers in areas such as weddings, events, and other alternative accommodation types.
Here is a chart included in its analysis (click image or here for a larger version):
One interesting angle to CBInsights's argument is that the "concierge services" are already being used by many hotel chains, primarily as they seek a way out of their existing - often mostly offline - guest provision into digital or mobile-led tools for guests.
In addition, whilst the hotel booking group contains some familiar names, perhaps very few would be considered as being particularly harmful to hotel chains with the exception of Cleartrip and HotelUrbano, both of which carry considerable weight in distribution in their respective markets (Asia and South America).
Yes, Airbnb keeps many a hotel chain owner or property manager awake at night (though they dislike admitting it), but the so-called elephant in the room (foyer) for hotels remains the likes of Booking.com (its parent Priceline Group took a $60 million stake last year, funnily enough) and Expedia, with their marketing might and often love-to-hate position in the hospitality foodchain.
NB: CBInsights's chart is an updated one from the middle of 2015 when it identified 52 startups to challenge the hospitality sector.
NB2:Startup illustrations via BigStock.