This contrasts with international travellers who apparently prefer to use travel agents, with just 17% booking direct with their accommodation provider. Along with these findings, other research also suggests that certain hotels are experiencing a surge in direct bookings. Take Premier Inn, for instance, whose website accounted for 87% of all its bookings in 2016. That said, at other hotel chains, like Hilton, direct bookings are far lower as they struggle to compete with aggregator sites. So, what can we learn from Premier Inn? And how can both UK and international hotels increase their direct bookings? Here’s just four factors that could make a difference. Get the full story at Econsultancy