Nowadays, most producers depend on the distribution to sell. However, there are success stories from such companies as Apple, Dell or Zara that show us the opposite. What is more, this success is not reserved only for large companies, as there are many small brands that have also achieved it. Accordingly, there are many hotel chains that managed to reduce their dependence on intermediation as well as hundreds of independent hotels following the same path. The key is to find a balanced and profitable relationship with the distribution.