Many hospitality industry experts chimed on the subject, with opinions ranging from complete dismissal to panicked predictions about doom and gloom for the very harmonious online travel marketplace.

This is not the first time it was predicted that Amazon would try to tackle the online travel space. Back in 2013-2015, Amazon attempted twice to enter the online travel space with its ill-conceived Amazon Local, which relied on flash sales, and its short-lived Amazon Destinations, relying on the merchant model and manual upload of inventory availability and pricing by hoteliers.

Needless to say, neither of these attempts proved successful among travelers or hoteliers. In January 2015, an opinion article was published, “Should Hoteliers Be Concerned with Amazon Becoming the Next Mega OTA?”, in which it was concluded that they shouldn’t worry, at least for the time being.

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