BARCELONA (Spain) Shiji, a global innovator in hospitality technology, announced today the launch of the 2025/2026 Hospitality Technology Chart. This chart is the most current visual guide for the ever-changing hotel distribution world.
In its tenth edition, the chart is a valuable resource for hoteliers, tech providers, investors and others who are looking to gain clarity in an overcrowded and complex technological landscape. The 2025/2026 version captures an year marked by market consolidation, the rise of social media as a direct channel for bookings, and a wave of AI powered, API friendly solutions.
This is a snapshot of the new distribution reality
The chart shows how the hospitality industry is changing, from new players to categories that are evolving. It also shows key changes in how companies communicate with travelers through different channels. In the 2025 update, three new sections are introduced: Marketplace, Booking via Social Media, and Upselling. These additions emphasize the growing influence and revenue opportunities of non-traditional booking pathways. A surge in strategic acquisitions and brand evolutions is continuing to shape the competitive dynamics.
The 2025/2026 Chart identifies the following trends:
- Marketplace platforms have emerged as an important channel of distribution.
- Social media is evolving from a tool for inspiration to a booking system.
- Revenue strategy focuses on upselling.
- AI integration is now available in nearly all hotel technologies.
- End-to end platforms that deliver unified experience.
- The importance of direct booking and its performance is growing.
- Hotels are looking for more flexibility and demand open APIs.
Booking Alternatives and Alternative Social Pathways
First time platforms such as Douyin (TikTok) and WeChat are included in the “Social Media With Booking” category. This acknowledges the increasing importance of social commerce when it comes to travel decisions. In the “Marketplace”, new platforms are highlighted that offer hotels distribution options beyond traditional OTAs.
Technology that drives revenue and flexibility
Hoteliers continue to invest in technology that provides a clear return on investment, whether it is through better upselling, direct booking performance or improved business analytics tools. Flexible integrations and open APIs are not just nice-to-haves anymore; they’re mission critical.
A Business Compass
Hotel distribution is changing at a rapid pace.
Natalie Kimball, Vice-President of Strategic Accounts for Americas & EMEA Shiji Horizon Distribution. The 2025/2026 chart is a useful tool for hoteliers to understand the changes in the industry by tracking the companies, as well as the trends that influence their decisions.
Shiji Hospitality Distribution Technology Chart is an international chart that was launched in 2015. It has been curated by independent experts and stakeholders from the hospitality industry. It is free to download and is widely used among hotel brands, consultants and media.
Click here to download the complete 2025/2026 chart with industry analysis. Hotel Distribution Technology Chart 2025/2026
Shiji
Shiji, a multinational technology company, provides software and services to enterprise companies within the hospitality, foodservice, retail, and entertainment sectors. These include hospitality technology platforms. hotel property management solutions, food and beverage Retail systems, payment gateways and data management. online distribution, as well as more. Shiji, founded in 1998, is a provider of network solutions to hotels. The company has grown into a global organization with over 5,000 staff in 80+ brands and subsidiaries in 31 countries. They serve more than 91,000 hotel, 200,000 restaurant, and 600,000. For more information, visit shijigroup.com.
Julia Valencoso de Celis
Senior Marketing Manager Europe, UKI & Africa
