Hospitality is the ONLY travel sector in which the OTAs are gaining share at the expense of brand.com; direct online revenues from the airline, car rental and cruise sectors are all increasing at the expense of the OTAs in 2016. In addition, the above hospitality sector average is heavily skewed by the major hotel brands. For independent hotels – where the OTAs already control over 60% of online bookings, I would not be surprised if the OTA share increases to 70% in the next few years. This trend isn’t promising. With the recent addition of new OTA-type services such as “Book on TripAdvisor” and “Book on Google,” brand.com vs. OTA ratios will likely shift even further into negative territory. Get the full story at HeBS Digital