Overview

Disintermediation is a growing trend in the travel and tourism industry, where suppliers are increasingly bypassing traditional intermediaries and going directly to the consumer. This shift is facilitated through the use of digital marketing tools such as paid advertising, loyalty programs, and metasearch platforms. As a result, suppliers like hotels and airlines are able to reach their target audiences more effectively and offer exclusive deals to consumers who book directly.

Hotels Are Going Direct to Consumer

An example of how hotels are embracing the direct-to-consumer model is Le Méridien Riyadh. 

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This trend of going direct to consumer is not limited to hotels but extends to airlines as well.

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These efforts reflect the broader industry shift towards a direct relationship between airlines and their customers, cutting out intermediaries and offering tailored marketing to specific consumer segments.