The biggest change is position number 1, which belonged to TripAdvisor last year and this year has returned to Friends and Family. When TripAdvisor had the top spot last year, WIHP speculated that this could have been due to their newly launched TripConnect platform, but that doesn’t seem to be the source. The fact remains that respondents are saying it isn’t where they discovered the hotel. Another interesting fact is that OTAs are steadily declining as a source of Direct Bookings for hotels. While still high at 16.2% it is interesting that they are declining showing that their strategy to retain guests is working. Get the full story at WIHP Hotels