On October 9th, 2025, HSMAI Europe gathered senior leaders in hotel distribution for an executive roundtable at Zafiro Palace Andratx, Mallorca. The session, titled “Hotels Unleashed: Mastering Distribution Dynamics in the Current Regulatory Chaos, ” was part of HSMAI’s growing commitment to help members navigate a fast-evolving distribution landscape — shaped by both platform power and regulatory disruption.

Hosted in collaboration with the Hospitality Pricing Innovation (HPI by 123Compare.me) series, the roundtable brought together executives from hotel groups, intermediaries, tech providers, and academic research, with a shared focus on parity, platform governance, and the future of hotel visibility.

Over three hours of in-depth discussion, participants explored the current tensions between OTA dependency, regulatory intent, AI-driven discovery, and the growing importance of direct and alternative channels. This report synthesises the 8 core themes that emerged — and the statistics, signals, and strategies shaping hotel distribution today.

Read the full report to explore the future of parity, platform governance, visibility, and revenue strategy in an era of unprecedented change.