These findings are based on analysis of a database of daily stay and cost history from 25.000 hotels in the U.S. from 2011-present. On top this acquisition costs for customers using direct channels decrease over time while those for OTA customers remain steady or may grow as commissions rise. Hotel essentially pay the same commissions every thime a guest comes through an OTA; there is no reduction in cost when volume increases or guests come back. In contrast, as loyalty rosters grow, the overall marketing costs are reduced and the entire system becomes more efficient. The added advantages of direct engagement leads to improved relationships with guests. Get the full story at Hospitality Upgrade and Tnooz