DO - Take a multipronged approach: Managing distribution and driving more direct bookings is not going to happen overnight. First and foremost it’s important that hotels get a handle on how they are faring in the online market place versus their competitive set. They also need to understand which channels are working best, and where they are being undercut. - Understand how rooms are priced: Also ranking and position is crucial. There are tools already from firms like Fornova and iDeas, which can help hotels and surprise, surprise, it is something booking.com is also working on. A spokesperson tells us it will be sharing details of availability and functionality of new tools in the coming months. But like anything don’t rush into deploying new technologies before fully understanding what you need. - Apply a rigorous approach to data: In order to start managing the direct channel more effectively, hotels brands need to consistently use data derived from the marketplace and their website. Get the full story at EyeForTravel