We are currently in a digital age. The proliferation of new technologies and the uptake of them by guests is changing the booking landscape so quickly.
Just as OTAs are creating incentives for consumers to book with, hotels must make sure that their website is more compelling than any other to capture all visitors.
Hotels should have direct access to their website from all review sites and OTAs, focus on mobile and consider rate parity to funnel bookings to direct channels and protect hotels" reputation.
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