Key members from HeBS Digital, a leader in helping hoteliers drastically increase direct bookings and lessen dependency on the OTAs, will provide a roadmap for hoteliers to lower distribution costs and increase direct bookings as 2016 closes out and the new year begins. As supply is predicted to outpace demand, and as Airbnb looks to continue stealing share from hotels (STR and CBRE), hoteliers could find themselves in a challenging scenario for the year ahead. According to STR’s 2017 projections for the United States, occupancy is expected to decrease by 0.3%, while ADR is expected to increase by 2.8%. In total, 24 out of 26 major markets are likely to experience higher supply vs. demand growth, inevitably leading to occupancy declines due to both over-supply and the negative effect of Airbnb. With little leverage over primary cost drivers such as labor costs, franchise fees, real estate taxes and more, hoteliers only realistic option for improving the bottom line in the face of such a scenario is to lower distribution costs by focusing on and investing smartly in a direct booking strategy to shift share from OTAs to the direct channel. Get the full story at HeBS Digital