Consolidation, AI, social media booking, and direct channel growth define the next era of hotel distribution.
BARCELONA, Spain, June 11, 2025 -- Shiji, the global hospitality technology innovator, today announced the launch of its 2025/2026 Hospitality Distribution Technology Chart, offering the industry's most up-to-date visual guide to the ever-changing world of hotel distribution.
Now in its tenth year, the annual chart has become a trusted reference for hoteliers, investors, and tech providers seeking clarity in a crowded and complex technology landscape. The 2025/2026 edition captures a year defined by market consolidation, social media's rise as a direct booking channel, and a new wave of AI-powered, API-friendly solutions.
A Snapshot of the New Distribution Reality
From new players to evolving categories, the chart reflects key shifts in how hospitality companies connect with travelers across channels. The 2025 update introduces three new sections: Marketplace, Social Media with Booking, and Upselling. These additions highlight the growing influence of non-traditional booking paths and revenue opportunities. Meanwhile, a surge in brand evolutions and strategic acquisitions continues to reshape competitive dynamics.
Key Trends Identified in the 2025/2026 Chart Include:
- The emergence of Marketplace platforms as important distribution avenues.
- Social media evolving from an inspiration tool to a booking engine.
- Upselling solutions becoming central to revenue strategy.
- AI integration across nearly every category of hotel technology.
- A shift toward end-to-end platforms delivering unified experiences.
- Growing emphasis on direct booking performance and ownership.
- Demand for open APIs and interoperable systems as hotels seek flexibility.
The Rise of Social and Alternative Booking Paths
For the first time, platforms like Douyin (TikTok China) and WeChat appear on the chart in a new "Social Media with booking" category, acknowledging the growing role of social commerce in travel decisions. Likewise, the "Marketplace" section spotlights new platforms giving hotels more distribution options outside traditional OTAs.
Technology that Drives Revenue and Flexibility
Hotels continue to invest in tech that delivers clear ROI, whether through smarter upselling, better direct booking performance, or enhanced business analytics tools. Open APIs and flexible integrations are no longer just nice to have; they are mission critical.
An Industry Compass
"The hotel distribution landscape is evolving faster than ever," said Natalie Kimball, Vice President of Strategic Accounts for Americas and EMEA at Shiji Horizon Distribution. "Our 2025/2026 chart helps hoteliers make sense of that evolution by tracking not just the companies involved, but the trends shaping their decisions."
The Shiji Hospitality Distribution Technology Chart was first launched in 2015 and is curated with input from independent experts and hospitality stakeholders worldwide. It is freely available for download and widely used by hotel brands, consultants, and media.
To download the full 2025/2026 chart and accompanying industry analysis, click here: Hotel Distribution Technology Chart 2025/2026
About Shiji
Shiji is a multi-national technology company that provides software solutions and services for enterprise companies in the hospitality, food service, retail, and entertainment industries, ranging from hospitality technology platforms, hotel property management solutions, food and beverage and retail systems, payment gateways, data management, online distribution, and more. Founded in 1998 as a network solutions provider for hotels, Shiji today comprises over 5,000 employees in 80+ subsidiaries and brands in over 31 countries, serving more than 91,000 hotels, 200,000 restaurants, and 600,000 retail outlets. For more information, visit shijigroup.com.
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