3 questions for Pierre-Charles Grob, CEO of D-EDGE
In 2026, can a hotel still be profitable without having full control of its distribution strategy?
Pierre-Charles Grob: Hospitality remains an attractive sector: in 2026, a hotel generates between 30% and 60% operating margin. But profitability is no longer determined by occupancy alone: the key is to generate profitable revenue. Without close control over its channels, a hotel risks margin erosion, greater dependence on intermediaries, and a weaker customer relationship. To achieve this, two foundations have become essential: a robust PMS to run operations efficiently, and an integrated distribution platform to manage channels and performance. That distribution dimension is exactly where we support hoteliers at D-EDGE.
Is artificial intelligence (AI) an opportunity for hoteliers to rebalance the relationship with online travel agencies (OTAs)?
Pierre-Charles Grob: AI does not rebalance the market on its own; it amplifies existing strategies. The real challenge remains the ability to manage pricing and channels according to demand and the value delivered. What AI primarily brings is greater efficiency: better use of data, faster decision-making, and improved profitability optimisation. At D-EDGE, our approach is highly pragmatic: AI is only meaningful if it creates real operational value for the hotelier. For example, our teams are currently working on integrating AI components into our platform to help hoteliers save time by automating certain complex tasks, while also redesigning the booking flow in our Booking Engine to streamline the customer experience and improve direct conversion.
Today, if you had to make just one strategic investment in distribution, which one would have the greatest short-term impact on a hotel’s performance?
Pierre-Charles Grob: The most immediate lever remains control of direct pricing. It is a key factor in steering demand, earning customer trust, and making effective channel trade-offs. Too often, pricing is still endured rather than actively managed. The challenge, therefore, is to rely on systems capable of adjusting prices quickly in line with market conditions and demand, while simplifying the technology ecosystem. Performance does not necessarily come from multiplying tools, but rather from building on a strong, integrated foundation: an efficient PMS and a distribution platform, such as D-EDGE’s, capable of centralising and managing all channels. It is this combination that makes it possible to improve both performance and profitability.
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