Budget season is fast approaching and next month HeBS Digital will publish its annual Smart Hoteliers' Guide to Budgeting for 2018. This popular guide provides hotel marketers with a blue print on where, what, and how for driving the direct online channel and shifting share away from the OTAs. The planning process should take a macro and micro view of the travel economy because the broader market does affect the economic conditions of your local and regional destination. Moving into 2018, travel supply and demand remains strong and the digital channel will continue to influence selling and purchasing habits. The rise in OTA influence, decreasing brand loyalty, and the drive for personalization will be top influencers in the upcoming year. Be on the look-out for the Smart Hoteliers' Guide - it's never too early to start planning. Get the full story at HospitalityNet