Our independent hotels are a really great outlier, as the majority of our hotels do not use OTA, and are 100% direct. What *are* & *should be* direct bookings get siphoned into different ecosystems, whether a legit bait and switch, or just being swallowed by the black hole of Google. Our metasearch has done wonders,…

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*So this isn’t my work*, but I know people like real data, periodicals, abstracts, and real professional studies rather than click-bait journalism or anecdotal nonsense from companies selling you a product.