Angus Carbarns, digital strategist at digital transformation agency Equator, shares the insight at a time in the luxury travel industry when online travel agent’s commission has risen to, on average, 15%. His report, ‘Do luxury hotel websites deliver luxury experiences?’ says with so much revenue to be lost to OTAs, hotels are doing themselves no favours by having websites that don’t reflect the premium experience their brands are known for. Angus said: “A look at global search trends for the world’s top luxury hotels shows a tangible decline in brand search terms, demonstrating brand loyalty may not be as strong as it once was. Digital differentiation is crucial to stand out and attract direct bookings.” Get the full story at and download the report at Equator (free registration)