Direct bookings 9% more profitable for hotels, “billboard effect” a myth

Direct bookings 9% more profitable for hotels, “billboard effect” a myth Based on analysis provided by Kalibri Labs, direct brand.com bookings continue to be significantly more profitable than OTA bookings. And there is only a slight likelihood (7 percent) that a consumer will visit an OTA and then return to brand.com to book. Source: Hotel Marketing Direct bookings 9% more profitable for hotels, “billboard effect” a myth