This article shows technology expert Guestline’s approach to managing the battle between hotel direct booking and the OTAs. 

Forecasts suggest that the Priceline Group and Expedia will control 94% of all online hotel bookings by 2020, but with research indicating that 88% of consumers prefer to buy directly from a brand, so hospitality brands should maximise their relationship with consumers to encourage them to return direct and bypass OTAs.

This gathering of guest preferences should begin at check-in, and continue through gathering more data at check-out, to start to manage the profile of a customer and their booking history, and therefore create and deliver relevant offers targeted at the customer’s booking patterns and history.

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