Report: Book Direct Campaigns Have Shifted Consumers to Brand Websites


ROCKVILLE, MD—Kalibri Labs has revealed the results of a new study regarding hotel brands’ book-direct campaigns: according to the research, there’s been a consumer shift in favor of versus online travel agencies (OTAs), compared to historic growth trends, during the recent promotional campaigns. 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. “The results demonstrate that customer affinity to is increasing, and there is an accelerated growth in loyalty membership and revenue.”

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