It is going to continue to be a cut throat business and only the clever will survive. Turkey has seen a trend in private self-catering rentals which has taken a lot of custom away from hotels.
Certain travel companies are also favouring to hoard their customers into massive all inclusive hotels which are trading at prices last seen in the 1980’s. These two aspects will make it very difficult for the smaller boutique hotels to survive. Make sure if you are booking a package holiday that is ATOl protected.