OTAs still achieved an almost 3% gain in market share, while hotels lost 3.87% (Skift). So while ad campaigns may have paid off for the Wyndhams and Hiltons of the world, when it comes to smaller brands and independents, the battle for direct bookings is still raging. For independent hotels, the option to throw massive amounts of money at traditional advertising isn’t usually an option. Nor, for a number of reasons, is threatening not to renew an agreement with an OTA, as Hyatt did over the summer. Independents must be savvy in a different way. They must calculate, invest in understanding first, before tailoring a specific distribution strategy going into 2018. Analysis then action. Get the full story at SnapShot