Hôtellerie – Direct Bookings

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Getting guests to book directly on a hotel’s website rather than through an online travel agent (OTA) is a key challenge that hoteliers are gearing up to tackle in 2018. When OTAs first rose to popularity in 2008 during the economic downturn, hotels viewed them as saviors for their ability to fill hotel rooms that otherwise would have remained empty. Today, that view has shifted dramatically. Popular third-party search engines are raking in more bookings than ever and charging significantly higher commissions, too. In fact, momentum toward convenient aggregate websites has grown to such a fever pitch that in 2016 … Continued