In order to continue to inch the rope back toward the hotel side—driving lower-cost, higher-profit direct bookings—hotels must always go back to the traveler. Assuming rates are equivalent, what travelers need in order to book directly is to be able to discover the hotel (presence) and to believe the level of service at the hotel will be greater than that of an OTA (trust). Presence and trust. For most hotels, the presence piece is becoming more costly and more difficult. OTAs dominate the search space, and it has become impossibly expensive to pay for the level of PPC exposure most hotels need in order to compete. Hotels need every edge in direct exposure, which is why TrustYou provides hotels with tools not only to improve their reputation but also to improve Google rankings, which increases direct online bookings. Trust, on the other hand, will differentiate a hotel from an OTA when it comes down to which site to press the "Book Now" button on. Generating trust with guests is about more than reputation, though obviously reputation is paramount. Trust also is a product of knowing that a hotel will honor the reservation in its original format, the hotel may offer perks or upgrades that the OTA will not, and the hotel will handle cancellations or problems with aplomb. Get the full story at TrustYou