Chains’ leeriness of alternatives will fade, JLL predicts

A soon-to-be-released report from influential consultancy JLL Hotels & Hospitality makes a strong case against the reluctance of most major hotel chains to enter, or remain in, the alternative accommodations market. Despite current hurdles such as underdeveloped online distribution, parent companies can be expected to move into a sector that generates an estimated one-fifth of the world’s total lodging revenue of about $300 billion, JLL asserts.