Let’s discuss the dream of hoteliers everywhere: to make their guests loyal to the property directly, and to free themselves from the yoke of the OTAs. Is this a readily achievable goal, or is it a pipe dream? At present, I don’t see any way to remove the OTAs from the equation entirely and only take direct bookings. Nevertheless, this does not mean that you can’t achieve significant improvements in terms of your guests’ loyalty…

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