Facing such high OTA fees, particularly from Booking.com, hotels decide to once again boost their direct sales. In some cases, they want to take them to levels achieved in the past and, in others, they simply want to make it grow since it was residual. In any case, conflict is guaranteed. The reason is no other than the hotel website and Booking.com are competing for the same clients. In other words, - If you want to capture a booking on your website, you have to “take it away” (I prefer calling it a “recovery”) from another channel and, more often than not, that other channel will be Booking.com - There won’t be any client who books on your website without having also checked Booking.com (and many other OTA and price-comparison websites) Get the full story at Mirai