The hotel distribution landscape is changing at a rapid speed. Technological developments create dynamic and real-time transparency and new actors establish themselves on the market. In the center of this are the hotel guests, who have become more digital in their search for hotel rooms. On one hand, it might seem like the modern guest is much more in control these days, thanks to easily available technology. But the reality is that the complexity of the market is making it increasingly difficult for travelers to ensure they are paying the right price for their stay. One way that Scandic Hotels aims to combat this is by starting to phase out static individual prices towards their contracted B2B leisure partners, and gradually move to a more dynamic pricing strategy.

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