4. Industry at a Crossroads
1970s 1980s 1990s 2000s 2010s 2013
Separation of
ownership,
brand, and
management
Product
segmentation;
financial
engineering
First online
booking;
enter Expedia
Online
distribution
explodes
complexity
Crowded
value chain
Meta search;
enter tech
giants & new
gatekeepers
19. Redefine Pricing Strategy
▍ Independently price every single segment, offer and
room type
▍ Maximize revenue over high demand and need
periods
▍ Keep all channels open and benefit from the
“billboard effect”
19