Changing consumers' expectations of the hotel booking process will take time, no matter how ingenuous the new model may be, suggesting that most of these startups have to gain support and build awareness before seeing any meaningful growth.
It's not often that a new and viable business model is discovered in the crowded travel market, but those that make it find eager customers and investors that recognize the potential for growth in such a global industry.
The travel space is filled with more copycats than innovators, each seeking to set themselves apart with slight improvements rather than industry-changing ideas.