Online travel agencies (OTAs) have enjoyed huge growth over the past few years, with the majority of consumers now booking hotels and accommodation via third-party sites. However, new research from Kalibri Labs suggests that consumer favour could in fact be be shifting, reverting back to brand hotel sites rather than OTAs. In the analysis of the period of May to December 2016, when the hotels in question ran ‘book direct’ campaigns, Kalibri found a faster rate of growth in hotel site bookings compared to the OTA channel. This was also the case in terms of both revenue and room nights when compared to year before, (and prior to the direct booking campaigns being launched). Get the full story at Econsultancy