5 things to know about direct-booking campaigns

By  Sean McCracken



In the not-too-distant past, major hotel companies were all-in on various campaigns to let the public know direct channels were the best way to book rooms. Here are some insights into how those now stand.

There was a period not that long ago when entire earnings seasons were dominated by various companies, headlined by heavyweights like Hilton and Marriott International, going to new lengths to secure more direct bookings.

In those companies’ quests to win share back from online travel agencies and other third parties, many engaged in discounted loyalty bookings and other new programs to lure more direct business.

Chatter around those programs has cooled considerably, so Hotel News Now decided to look to some expert sources to take a pulse on where they stand.

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