otas

The important question is not how to increase traffic. It is why so many guests hesitate at the final stage of decision-making on the hotel’s own website

Over the next five years, expect OTAs to compete to influence decision formation. That is not evolution. That is a structural shift in bargaining power

We break down what rate parity really means today, what has changed, and why hotels need to rethink how they protect their direct channel

The gap between the price you set and the price the guest pays is often created in the murky middle layer of distribution

Instead of replacing crude outbound tactics with something more sophisticated, the industry largely exited upstream acquisition altogether

Despite all the buzz around OTAs and AI bots, guests still prefer direct relationships with hotels when offered a reason to – they want to be recognized

Marketing fails when it operates downstream of demand formation. So even when marketing looks active, growth feels stuck

Luxury hotels do not have an email problem. They have a demand problem – specifically, a demand ownership problem

While traditional website traffic may be down, hotels can ensure visibility and direct bookings by going back to the basics: storytelling

The problem with hotel distribution today is that most hoteliers are optimising distribution based on accounting numbers, not economic reality