The next commercial advantage comes from what an airline does with the order after checkout.

The old hotels-versus-OTAs fight matters less than the one they now share: being found and booked by AI. Hotels win more direct bookings when their rates, policies, and guest data are unified, owned, and current enough for an AI to trust.

The brand holds the transaction and the OTA holds the relationship. Hotels win it back by making someone accountable for the guest across the whole journey, with the data to act on it.

The next return on media personalization comes from making content usable across markets, audiences, and rights windows.

The split-scorecard problem: on a marketplace, each function hits its own number while the platform loses value on the actual buyer-seller transactions underneath. Shared accountability is the fix.