When you ask people, 'What's the opposite of fragile?' they tend to say robust, resilient, adaptable, solid, strong. That's not it. The opposite of fragile is antifragile - a term coined by Nassim Nicholas Taleb.

Learn to detect antifragility

to get the most out of the antifragile booking button we built.


Breaks when faces disorder - over a certain degree of variability, tension, shocks, stressors, failures, uncertainty, volatility, noise etc.

E.g. — glass of wine,
BOOK button

BOOK button
it's fragile, for example, since is incapable to detect and address individual potential client's uncertainties / volatility / stressors;
uncertainty example - visitor is not sure the display rate is the best can get;
volatility example - visitor is in a playfulness mode or is a curious person looking to be impressed before buying or have plenty of time before buying so it's just surfing around for a better deal or already found a good rate for another hotel but continue to look around to compare etc.;
stressor example - visitor has developed a high aversion risk of loosing money with non-refundable obsolate booking because of political, medical, economic or personal events which may unexpectatedly strike meanwhile.
[mandatory losts, not possible gains]


Do not break from tension, or when shocks hit, but do not thrive neither.

E.g. — steel made glass of wine,
fully paid in advance allotment contract,
5 years traveler subscription. Or, the Phoenix bird, which dies and is reborn from its ashes- it is robust. It always returns to the same state when suffering a massive stressor. But the famous Hydra, from Greek mithology, demonstrates Antifragility. When one head is cut off, two or three grow back.

[not mandatory losts, not possible gains]


Things that gain from disorder; thrive and grow when exposed to uncertainty, stressors, shocks, volatility, noise, failures, tension.

E.g. — your muscles in the gym [fibers break under stressors then rebuild back stronger],
ANTI-BOOK button
or even yourself when you're asked for a special / private rate by your acquaintances [in fact, an informal negotiation based on private data / insights you own access to].

Aphorism: What doesn't kill you, makes you stronger.

[not mandatory losts, possible gains]

* this analyse reveals that: 1) hoteliers are almost never antifragile, not even robust, but only fragile; 2) hoteliers becomed antifragile are a nightmare for big OTAs.
** wikipedia.com: "Antifragility is a property of systems in which they increase in capability to thrive..."


a new type of booking transaction that is antifragile - negotiable and recyclable by default.

Why your BOOK button is fragile ?

Few reasons listed bellow.

Does Not Detect Uncertainty

Visitors checking hotel rates but not sure that the displayed rates are the best they can get is an example of traveler's uncertainty.

Does Not Detect Volatility

Bad or good mood, playfulness or curiosity spirit, wise or greedy appetite to gain and so on make traveler's decisions being volatile.

Does Not Detect Stressors

Available time, lack of trust, the risk aversion of loosing money [non-refundable] and so on are all potential stressors for buyer.

It's obsolate

Unchanged from the internet birth, it provides the same obsolate buying experience: or buy or fuck off.

It has no brain

Today we have Artificial Intelligence, a chance to know client better then he knows himself.

Learns nothing from fails

So, cannot adapt to post-2020 travelers, to gain from their uncertainty, volatility, stressors.

  • Not being capable to detect and deal with sale options makes it fragile.
  • Not knowing when, why, how much it loses makes it fragile.
  • Learning nothing from fails to improve over time makes it fragile.
  • Not being capable to customize each sale makes it fragile.
  • Providing a brutal buying experience [buy or fuck off] makes it fragile.
  • Ignoring the risk aversion of loosing money for clients makes it fragile.
  • Not being capable to unlock sale options even after sale makes it fragile.
  • Not being capable to protect your rates or sales makes it fragile.
  • Not being capable to process client data, makes it fragile.
  • Not being capable to sell 100% untraceable makes it fragile.

  • In conclusion, not being capable to gain from disorder [travelers uncertainty, volatility, stressors etc.] makes your BOOK button fragile. And that makes your direct sales fragile. No matter how harder you push your sales employees, they're fragile when facing the travelers uncertainties.

    The only way to compensate your BOOK button fragility is to pay for more and more expensive marketing and, in the same time, to admit that your BOOK button blindly loses money in favour of others, every day... or to add the ANTI-BOOK button and start to unlock sale options, becoming antifragile.