The findings led the European Technology and Travel Services Association (ETTSA), which sponsored the report, to suggest the main reason for hoteliers to push direct sales “is to reduce transparency for consumers”. The study by economics consultancy Infrata, summarised in a report entitled Hotel Distribution Costs, suggests direct distribution is no cheaper for hotels than indirect. Infrata found a mere 0.03% difference in “net profit contribution” between direct and indirect channels, based on an average daily room rate in Europe of €112. The study looked not just at headline costs such as agents and OTAs’ commission, but also at the costs of customer acquisition, customer services and technology development. Get the full story at Travel Weekly UK and download the report at ETTSA (PDF 3MB)