Hotel Direct Booking Pushes Are Working. What Next?

Voyat | November 14, 2017

By Sara O'Brien Everyone in hospitality has an opinion about 2016's direct booking campaigns. Some hailed them as a long-overdue blow against aggressive intermediaries; others voiced concern that discounting tactics would put long-term downward pressure on rates. So who was right? Thanks to a report from Kalibri Labs, we have a convincing answer: the campaigns' backers called it correctly, at least in the short term. According to Kalibri, on a transactional basis the 2016 activity achieved a shift away from OTAs and towards Brand.com – and that shift helped deliver a net revenue benefit of $9,000-$33,000 per hotel. Tha...