Research reveals consumer shift in favor of hotel brands websites vs. OTAs

Loyalty with hotel website found to be powerful driver of demand and growth. The Kalibri Labs study sample of 12,000 hotels and 52 million transactions confirmed that channel shift occurred with more rapid growth in Brand.com and slowed growth in the OTA channel during the period the campaigns were running.

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ROCKVILLE, MD - Kalibri Labs announced that the results of a new study reveal a consumer shift in favor of Brand.com versus online travel agencies (OTAs) compared to historic growth trends, during the 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 & 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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