Disintermediate from OTAs to reclaim guests, data and margins. How to regain presence and visibility in the market

For non-hotel accommodation, existing is no longer a given: you are present only as long as the intermediary decides, and whatever leaves no trace of its own loses relevance. Armando Travaglini's talk addresses disintermediation from OTAs not merely as a way to save on commissions, but as a deliberate choice to reclaim one's presence — through ownership of guest data, an independent presence on Google and within the new artificial intelligence systems, and a distinctive pricing policy on the direct channel. Because today, being listed on a portal is not enough: you need to truly exist, in the eyes of the market and of your own guests.