marketingSkift··1 min·For: Owner, GM, Revenue, Marketing, Investor
The Decade-Long Direct Booking Struggle for Hotel Chains
While online travel agencies maintain a consistent share of the market, major hotel chains have successfully utilized direct booking pushes to gain leverage in commission negotiations and loyalty program growth.
Key Takeaways
- 1Leverage direct booking initiatives to lower commission costs and improve overall operating margins despite stable OTA market share.
- 2Utilize guest data from direct bookings to fuel personalization strategies and increase long-term guest lifetime value.
- 3Examine how major chains like Hilton and Hyatt prioritize direct booking shares in executive incentives to drive brand-owned channel growth.
Source: Skift
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