In that spirit, hotels should be thinking about the costs of investing in the direct channel compared to the revenue it can generate. This is all about long-term thinking: the amount you spend to optimize this channel now may well lead to significant profits over time. The key to success requires continually tracking the effectiveness and costs of your direct channel. By relying on a wealth of your own data, you can make smarter decisions about how to maximize its potential. Get the full story at Travel Tripper