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The 2026 Direct Booking Playbook Why the traditional OTA "billboard effect" is fracturing—and how independent hotels must adapt their metasearch and loyalty strategies to capture direct revenue. In 2009, Cornell researchers formalized what became known as the "Billboard Effect": hotels gained additional direct reservations simply by appearing on a major online travel agency, or OTA. Travelers discovered a [...]
Mastering a Balanced Mix For independent hotels, distribution is a double-edged sword. On one hand, global visibility has never been easier to attain. On the other, the cost of that visibility can quickly erode your profitability. As a hotel revenue management consulting firm, we see many independent properties fall into the trap of "lazy distribution"—relying on one [...]
No time to lose, next year is almost here. And a good plan isn’t made overnight. How far are you with your targets, budget, and plan of attack for next year? What REVPAR and GOPPAR do you need to achieve? Is your plan for next year complete [...]
