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Will Book Direct Campaigns Make an Impact?

Many major hotel companies have recently made a push for consumers to book direct, providing exclusive deals for those who book through a hotel’s website and showcasing the many benefits of gaining access to hotel loyalty programs. But according to a new report from Morningstar, the impact on OTAs will not be severe. The report forecasts that the book direct campaigns will produce a 1 percentage point headwind for the Priceline Group, a 1.5 percentage point headwind for Expedia, and a 0.5 percentage point headwind for Ctrip. To read more, click here.

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