The new partnership between online travel agencies Expedia and Travelocity may present a challenge for the lodging industry, which in recent years has been making an effort to increase its share in the online booking space. "This will be against the best interests of the [hotel] industry, especially independent hotels who would be an easy prey to this two-prong monopoly. Major hotel brands would be less vulnerable, especially if they continue focusing on the direct online channel and become more innovative and technologically savvy," said Max Starkov, CEO of HeBS Digital.

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