Focus on Online Direct Selling in 2014
The Direct Online Channel will remain the cornerstone of my digital marketing strategy. My independent hotel will continue to lessen its reliance on OTAs; my branded hotel will not fully depend on the major hotel brand for online bookings.
Independent hotels: More than 76% of online bookings for independent hotels come from the OTAs and just 24% from the hotels' own websites (STR, HSMAI Foundation). We should be seeing the opposite! Independent hotels still struggle with not knowing how to allocate their digital marketing dollars wisely, and rely too strongly on the OTAs to generate bookings.