Although for certain hotels in some markets the new marketplace from Expedia might be convenient and even helpful, I do not really see how it can add value to most properties.
The pandemic has shown that most hotels have improved their distribution and marketing efforts, and the volume of bookings coming through the direct channel has increased dramatically.
This means that more and more hotels are mainly relaying on their own sales and marketing efforts to gain new clientele, or attract the already loyal ones.
Having to get into Open World will most likely mean paying very high commissions for a service that is already being provided online.
In any case, Open World will still have traction with certain actors that will be there because «they have to», and some independent hotels that believe it can be a good place to showcase themselves.
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