How are hotels beating up OTAs? The OTA sector (the ‘over the air’ companies such as booking.com and Expedia) spend considerable amounts marketing their sites, yet hotel direct loyalty memberships and bookings are up between 30% and 40%. How have the hotels achieved this? Interview with Cindy Estis-Green, CEO and founder, Kalibri Labs. Loyalty Magazine recently reported on a study by Kalibri Labs that confirmed its 2017 findings that direct booking and … [Read more...] about How are hotels beating up OTAs?
Cindy Estis Green
Direct booking better than OTA for loyalty
Revisited study confirms earlier findings Direct booking with hotel brands creates more customer loyalty than OTA booking. This was confirmed when Kalibri revisited a study it carried out in 2017 which concluded that direct campaigns from hotel brands were more successful than OTA campaigns. “The Kalibri Labs Special Report, Book Direct Campaigns 2.0: The Costs and Benefits of Loyalty 2018, provides conclusive evidence that the loyalty member campaigns first … [Read more...] about Direct booking better than OTA for loyalty
