The emergence of online travel agencies (OTAs) perfectly demonstrates the value of leveraging new technologies to disrupt existing industries. OTAs have an undeniable advantage over an individual hotel’s online presence as they can capitalize on consumers’ demand for low prices and options by aggregating their room inventory from different hotel groups and partners. When it comes to hotel bookings, OTAs make up nearly 70% of all online bookings and their market growth has been at the expense of hotels’ direct bookings. Hotels are losing ownership of their consumers as the OTA stronghold increases. GOeureka is a travel tech company utilising blockchain technology to build a hotel booking platform. Our mission is to decentralise the hotel booking sector and deliver greater transparency by allowing hotels to directly connect with their customers. As a technology partner to hotels, GO aims to provide a dynamic digital experience to users and eradicate the high commission ...