Over the next 10 years the biggest competitive challenges in travel and hospitality will not come from other airlines, travel, hotel or leisure companies, but from indirect competition.

These indirect competitors are “new market makers” who aggregate global demand and leverage market power to capture revenue and profit from incumbent players. The challengers include online retailers (Expedia, Priceline), media companies (Google, Trivago, Kayak), hotel and lodging companies (Airbnb) and food delivery services (Deliveroo, Grubhub).

At PACE we’ve been researching the impact of digital change and disruption on the travel and hospitality industry. We’ve assessed the latest reports and interviewed leaders at major brands and technology companies to better understand how the industry is changing.