Skift Take
The Marriott-Starwood deal only emboldens the argument that hotel consolidation is active and nowhere close to winding down. Will hotels benefit with more direct bookings as a result?
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As the hospitality sector reels from last week's announcement from Marriott that it will acquire Starwood and create the world's largest hotel company, every hotel whether it's a Marriott or Starwood property or otherwise understands that there's no precedence for what comes next.
Not only will Marriott now have much more negotiating power with major online travel agencies, it also has an opportunity to change the online booking game and shift power back to its side of the field. As the largest hotel company, it could make booking direct a more attractive option with its vast inventory and heavy pr
