Net Affinity · 28 Aug
The structure of the hotel industry in Europe continues to evolve, and remains fragmented, despite chain hotels increasing their percentage share of overall room stock. Many countries, including some very large destination markets like Italy and Greece, have a large percentage of hotels which are unbranded, independent and family owned, many with 50 rooms or less. The world of hotel technology software, or "hotel tech stack" is similar in structure, and equally fragmented, where you have a large number of small tech companies, each operating in their local market, providing tech and support services on a regional basis. These companies, such as hotel booking engine providers, revenue management, reviews and guest engagement platforms, compete with each other for market share, either on price, product features or service as a differentiator. This makes for a lot of duplication of product and effort which isn't economically efficient, making it much harder for some travel tech companies to reach scale, which doesn't benefit the hotel industry in the long run.