In last year’s report, we dove deep into massive consolidation within the world of online travel agents and the
looming threat of the sharing economy as companies like Airbnb experienced exponential growth.
This year, the major shift in the world of online travel agents and Airbnb is how hotels have responded to the
consolidation and growth with more aggressive marketing tactics, particularly when it comes to growing
direct bookings.
Several brands kicked off direct booking specific campaigns in 2016 and we see this growing across the
board for all hotel brands in 2017.