This article considers real-time, accurate data that can influence knowledge of loyalty and direct booking behaviour among potential customers, over the OTAs, including lost-business data such as web shopping regrets and denials – ie those who browse, compare, and go elsewhere, as well as those who try to book but find their choice is unavailable.

Brands and their owners will need to keep experimenting with their loyalty pricing, and leveraging lost-business data will be their best strategy for finding that information and how to influence outcomes.

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