If Expedia Was Too Powerful for Hotels, Consider Booking.com’s Plans
If hoteliers were once worried that Expedia and Hotels.com had too much power over their businesses, just consider what the Priceline Group, including its largest brand, Booking.com, have in the works.
Fresh off its acquisitions of Buuteeq, Hotel Ninjas, and OpenTable this year, the Priceline Group is in the process of integrating Hotel Ninjas’ property management system with hotel digital marketing company Buuteeq, according to a report, Google’s Travel Plans in a Post-Atomic Era [embedded below], written by Ken Sena of Evercore.
With the integration of the two cloud-based systems for hotels, the Priceline Group “has the ability to handle property management, channel and rate management, and CRM, all of key consideration to hotelier,” the Evercore report states. “In return, Priceline receives subscription revenues on some of the services provided in addition to keeping these hoteliers’ semi-tethered to its Priceline traffic channel from the standpoint of ease an efficiency, given Priceline’s leading scale as an OTA.”
“We understand from our industry conversations that the integration of its new PMS (property management system) with the channel and marketing services of Buuteeq would bring Priceline that much closer to providing hoteliers with a full enterprise hospitality stack, in which customer folios and housekeeping services can be managed through a single cloud delivered web interface,” the report states.