Right now, after years of sitting back whining while the OTAs outpace their growth, the global hotel brands have finally decided to get off their butts and do something about it. In an effort to encourage customers to book direct, they decided to provide incentives in the form of not only lower prices but also enhanced services such as free Wi-Fi or ‘free’ breakfasts. But as they’ve rolled out these initiatives, the brands quickly learned that challenging the OTAs is going to require a ton of new investment and many are currently questioning whether this explicit and hidden discounting approach is sustainable in the long term. Despite claims that all is rosy in the garden, many are coming under pressure from owners and investors alike to clearly demonstrate the effectiveness of their book-direct-in-return-for-incentives approach. Evidence to date suggests that most are struggling to do so. Get the full story at Tnooz