Some say the online travel agency vs. hotel debate moves in cycles, depending on who has the biggest to axe grind during a particular period in time.
But the rhetoric has been at full throttle now for a few years, and shows no sign of abating at all.
Central to the argument is the opportunities that hoteliers now have at their hands given that technology and marketing techniques have improved massively in recent years.
But, in contrast, the deep pockets of the major online travel agencies means that will always have an advantage in the channels that are both completely measurable and, it appears, still effective.
Ian Sloan, vice president of client strategy at hotel tech agency Avvio, joined us at Phocuswright Europe 2018 to discuss the current state of play and how he thinks the market will shake out.
What else? Deep dive on hotels and online travel agencies