Direct bookings 9% more profitable for hotels, “billboard effect” a myth
Hotelmarketing.com
Based on analysis provided by Kalibri Labs, direct brand.com bookings continue to be significantly more profitable than OTA bookings. And there is only a slight likelihood (7 percent) that a consumer will visit an OTA and then return to brand.com to book.
Following the launch of book direct campaigns by a few of the major hotel brands, some articles have surfaced with unsubstantiated information questioning the value of the business through direct channels. Hospitality Upgrade sought the guidance of an industry expert to find out what the industry data actually shows....
Based on analysis provided by Kalibri Labs, direct brand.com bookings continue to be significantly more profitable than OTA bookings. And there is only a slight likelihood (7 percent) that a consumer will visit an OTA and then return to brand.com to book. - See more at: hotelmarketing.com/index.php/content/article/direct_bookings_9_more_profitable_for_hotels_billboard_effect_a_myth
Based on analysis provided by Kalibri Labs, direct brand.com bookings continue to be significantly more profitable than OTA bookings. And there is only a slight likelihood (7 percent) that a consumer will visit an OTA and then return to brand.com to book. - See more at: hotelmarketing.com/index.php/content/article/direct_bookings_9_more_profitable_for_hotels_billboard_effect_a_myth
Direct bookings 9% more profitable for hotels, “billboard effect” a myth
