Research: Book Direct Campaigns Drive Consumers To Hotel Websites vs. OTAs

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Rockville, Md.—Kalibri Labs released results from a new study that reveal a consumer shift in favor of hotel brand websites versus online travel agencies (OTAs) compared to historic growth trends. The change in consumer preference took place during recent promotional campaigns to attract new loyalty members with incentives to book direct. The study also revealed increased revenue for hotels during the campaign period examined in the study.

“This shift in consumer behavior is positive news for hotel brands across the country, supporting the efforts to increase use of the hotel industry’s direct channels over the past couple of years,” said Cindy Estis Green, CEO and co-founder of Kalibri Labs who conducted the analysis. “The results demonstrate that customer affinity to Brand.com is increasing, and there is an accelerated growth in loyalty membership and revenue.”

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