The value of hotel-direct bookings is measured by more than numbers

When a controversial report finds “no measurable” benefits for hoteliers who shift their booking mix from online travel agencies to direct channels, you can be sure its arguments—especially a specious claim like direct-booking campaigns’ main goal is to “reduce transparency for consumers”—aren’t backed up by credible facts.In addition to the data science involved in revenue strategy, customer relationships matter a great deal to a hotel’s success.