By Kris Glabinski, VP Strategy, Aggregate Intelligence.
In an era where data drives decision-making in the hospitality industry, the integrity of data partnerships has never been more crucial. Recent developments in the travel tech industry have highlighted growing concerns about data providers expanding into competitive markets with their clients. This troubling pattern has manifested across multiple sectors – market intelligence providers venturing into revenue management systems, distribution platforms launching their own booking engines, and technology vendors expanding beyond their core services to compete directly with their clients.
The travel tech landscape has witnessed numerous examples of this trend: global distribution systems expanding into airline and hotel IT solutions, market intelligence companies launching their own revenue management platforms, channel managers developing property management systems, and booking system providers transforming into full-service technology competitors. Even more concerning, several major acquisitions have led to technology providers suddenly finding themselves competing with their former data partners.
These strategic pivots often follow a predictable pattern: a company begins as a specialized data or technology provider, gains deep market insights and customer relationships, secures significant investment, and then leverages this position to expand into their clients’ core markets. This evolution from trusted partner to direct competitor has raised critical questions about neutrality and trust in data partnerships and pulled into focus how the role of a dedicated, impartial data partner becomes more essential than ever.
Trust should be at the core of any partnership
When a data provider transitions from being a neutral resource to a competitor, the fundamental trust underpinning the partnership erodes. Such a dual role—as a provider of sensitive data and a rival in RMS and channel management—inevitably leads to conflicts of interest. Can the data provided remain unbiased when the provider’s interests are so deeply intertwined with its clients’ competition?
Impartiality is not just a preference but a necessity.
The Imperative of Neutrality in Data Provision
RMS, property management systems (PMS), and other hotel technology solutions depend on precise, timely, and comprehensive data to inform their strategic decisions. When data integrity is compromised by competing interests, it can create ripple effects that undermine entire business strategies.
This shift in the industry forces travel tech companies to grapple with new considerations. They must ask: Is the data provided of sufficient quality? And perhaps more critically, will the data provider evolve into a competitor—one that intimately understands my customers and has the potential to disrupt our relationship?
Partnering with a provider focused exclusively on delivering high-quality data ensures that the insights driving decisions remain dependable and unbiased. This commitment to neutrality creates a foundation for innovation to flourish, free from the shadow of conflicting priorities.
Redefining the Role of Data Providers
The future of hospitality technology demands more from data providers. Beyond offering raw information, providers must act as enablers of growth, innovation, and strategic insight. This requires:
- Unwavering Neutrality: Ensuring that data provision is free from conflicts of interest, allowing clients to trust the integrity of their insights.
- Tailored Solutions: Recognizing that each client’s needs are unique and delivering data that is adaptable, scalable, and actionable.
- Long-Term Commitment: Focusing exclusively on supporting clients’ success without the distraction of competing business interests.
Leading the Way Forward
By prioritizing dedicated providers who prioritize neutrality and innovation, hotel tech companies can position themselves to succeed in an increasingly complex market.
The shift in the industry is not just about adapting to new players or technologies—it’s about fostering trust and collaboration in ways that drive collective success. Dedicated data providers play a critical role in this transformation, offering a foundation of reliability and transparency upon which the future of hospitality technology can be built.
Conclusion
This is not just about data—it’s about building the ecosystems and partnerships that empower us to lead the industry forward. The question is no longer just who provides your data, but how that partnership enables your vision for the future.
