I was at a blockchain event last night when a Beijing-based investor let loose a rant on how this Internet world of centralisation was creating monopolies especially in travel where OTAs were completely dominating the market and there was now no room for new startups in travel that could scale well and successfully.

Just that morning, Booking Holdings had announced its intention to acquire HotelsCombined, the hotel metasearch business, based in Australia, and the sale is pending regulatory approval expected by year end. It was inevitable in this world of scale and consolidation that HotelsCombined could not and would not stand alone for much longer.

Started in 2005, it’s been self-started, self-funded and self-run for going on 13 years and as successful as it has been in executing in parts of Asia, let’s face it, it’s tough to compete as an independent in a world of giants.

HotelsCombined’s focus on hotel search has stood it well. Its focus on business-to-business execution with its affiliate model in the early years helped it grow to a good enough size that it could expand its business across Asia.

The iconic HotelsCombined bear, Max (Image credit: HotelsCombined)

Its move to a consumer brand in the last few years was slow, steady and measured. From 2015, the company started advertising in Korea, Russia and the Middle East and tested advertising as well in France, UK, Ireland, Australia, Japan and Brazil. Max, the bear, started making his appearance.

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