Hotel distribution enters 2026 at a point of maturity. It is no longer about being present in as many channels as possible, but about building a connected, flexible, and coherent strategy, aligned with the traveler’s real behavior and the hotel’s profitability objectives. From this perspective, Dingus and Roibos share the same vision: helping hotels distribute better, not simply distribute more. A vision based on data, connectivity, and control.

The 2026 traveler: more global, more digital, and more demanding

Industry studies agree that the 2026 traveler will be more global, more digital, and more demanding, reflected in data such as:

  • 71% plan to travel internationally, strengthening the need for a well‑structured global distribution strategy.
  • 80% accept that artificial intelligence will be part of their travel experience, confirming an increasingly technological environment.
  • 65% are willing to pay more in high season if they perceive value.

What does this mean for Roibos?
“Price remains important, but perceived value matters even more. For hotels, this means designing a distribution strategy capable of delivering the right product, to the right market, at the right time.”

Another structural shift directly affects the purchasing process. For the first time, 26% of travelers start their search on an OTA, surpassing traditional search engines.
“This definitely breaks with the idea of a linear funnel. In 2026, OTAs, direct sales, social networks, digital assistants, and package travel influence different moments of the decision process. This is why a single distribution strategy no longer works.”

The key is to understand the role of each channel and build a balanced mix that combines visibility, conversion, and profitability.

Demand is increasingly volatile—changing due to seasonality, events, source markets, or economic conditions. In this context, flexibility is no longer optional, but a competitive advantage. Hotels able to adapt distribution quickly, reinforce specific markets, or activate new channels without technological friction will be better positioned to capture opportunities without compromising margins. Here, connectivity and the tech ecosystem make the difference.

A major learning for 2026—highlighted by Roibos—is that increasing the number of channels does not guarantee better results, because “the real value lies in interpreting the signals from each channel and building a balanced strategy between direct sales, traditional intermediaries, and specialized B2B partners.”
In this context, B2B marketplaces like Roibos provide differential value by enabling hotels to diversify demand, connecting them with global agencies beyond traditional channels, with greater control and transparency.

The complementary relationship between distribution and direct sales

Far from competing, data show that distribution and the direct channel reinforce each other. In fact, 18% of travelers who start searching on an OTA end up booking on the hotel’s website, seeking greater trust, control, and direct communication.

For the marketplace, this confirms a key idea:
the direct channel does not replace distribution—it’s supported by it.
“A well‑designed strategy generates visibility in intermediary channels and captures part of that demand through the hotel’s own channel.”

Regarding risks in 2026, the biggest one is not offering discounts, but doing so without a clear strategy:
“Many B2C promotions end up leaking into B2B, increasing acquisition costs and eroding margins.”

The recommendation:
Protect rate parity, apply discounts centrally and in a controlled way, and distribute intentionally—aligning volume with profitability.

In this scenario, the collaboration between Dingus and Roibos makes perfect sense:

  • Roibos acts as a partner that opens international B2B demand with control, transparency, and efficiency.
  • Dingus provides the technological infrastructure and scale needed for that distribution to be truly effective.

Dingus: proven connectivity in 48 countries and  +500 integrations

With more than 1,500 hotels connected in 48 countries and over 13 million bookings managed each year, Dingus consolidates its expertise. Its technology ecosystem—supported by 500+ active integrations—demonstrates strong adaptability to different markets, business models, and hotel types, while ensuring high reliability and scalability.

Additionally, its open integration approach via Open API facilitates seamless connection with CRS, RMS, CRM, and other hotel tech solutions, avoiding data silos and allowing each hotel to build a digital architecture aligned with both current needs and future evolution.

Thanks to the connectivity between Dingus and Roibos, hotels can access more agile B2B distribution, reach new global buyers without unnecessary intermediaries, and manage inventory and pricing more efficiently.

Winning in 2026 will not depend on being in more channels, but on aligning distribution with real traveler behavior, protecting pricing, and using technology to balance volume and profitability.

From Dingus and Roibos, the vision is shared: connect better to distribute better.