Reflecting on 2016 and successful hotel digital marketing campaigns that impacted the industry, there was an obvious and substantial emphasis on ‘Book Direct’ strategies. Hoteliers have been testing out multiple strategies to increase bookings on their own websites, from loyalty member-only rates, special incentives, unique packages found only on the hotel website, and more. Why? With distribution costs rising steadily over the last five years due to OTAs increasing market share over 40% (vs. hotel direct bookings), hoteliers are starting to understand this is not a sustainable business model. In 2017, lowering distribution costs (the only cost driver hotels have control over), will be the only way to improve top line revenue and the bottom line. In most of the major markets, increasing ADRs, improving occupancy and RevPAR will not be easy. The good news is that with the right focus and appropriate investments in digital technology and marketing initiatives, significantly more profitable bookings and a decreased dependency on the OTAs can be realized. To help you navigate what is forecasted to be a challenging year in our industry, HeBS Digital present “The Smart Hotelier’s Top Ten Digital Marketing Resolutions” for the seventeenth year in a row. Get the full story at HeBS Digital