Do you really think that hotels are really enough reliant in OTA's industry? The online travel agents business was a model initially adopted by hotels as a means to clear unsold inventories. However, the entry and rapid expansion of OTA's are reshaping the travel industry. Hotels now rely heavily on OTA's for online sales, and not just as a channel for clearing unsold inventories. Goeureka will be providing a user friendly interface for better handling of bookings and inventories as mentioned in there white paper.
The increasing influence of OTAs over hotels has had severe effects on hotel margins, especially for smaller hotel brands. While larger hotel chains are able to negotiate lower commissions given their global exposure and market strength. Independent brands face OTAs commissions as high as 30% of the room fee. It will be a big chase for Goeureka to achieve the things what they want.