The article eases any concerns hoteliers may have about investing in digital and implores hoteliers to establish a strong digital presence as we enter a new era of online distribution and digital marketing. Yet, just being online isn’t enough anymore; in 2016, you will need to take your digital presence to an entirely different level in order to outsmart the competition, improve the bottom line, and enjoy a healthy direct online market share. Click here to download the full article whitepaper. The continuing OTA consolidation and threat of rate parity removal in Europe erodes hotelier’s negotiating and marketing power and gives serious competitive advantage to the OTAs. While out-spending the OTAs is out of the question, hoteliers can still outsmart the OTAs. How can they do this? By utilizing their digital marketing resources in the most innovative and efficient fashion, investing in the right digital technology and best practices, and by staying laser-focused on their most lucrative market segments and feeder markets. Get the full story at HeBS Digital