Maintaining the value of the customer relationship is a determining factor for hoteliers who are lucky enough to welcome their customers for at least one night. But the path to this overnight stay is multiple and sometimes certain shortcuts deprive the hotelier of high-value information, such as contacts or bank details of his customer. Faced with ever-increasing costs, distribution is also a way of increasing margins, by lowering the commissions earned by OTAs on the one hand and by increasing the chances of making additional sales on the other.