As you’d expect, given general industry trends, OTAs are an ever-growing force in the independent sector. The report notes that online distribution of independent properties is “dominated” by intermediaries – particularly OTAs, who control 52% of online distribution. Accordingly, direct online penetration makes up 18% of the market. This may come as a surprise to a significant portion of hoteliers though, with 72% of independent properties saying they believe their website to be their most important distribution channel. The report claims that this misunderstanding of the relative importance of various distribution channels means independent properties often fail to address the key needs of their business. “Many (independent hotels) are confused as to where their business is coming from, how much it costs and how to effectively manage multiple channels,” the report states. “Most want to drive increased business directly, but fail to take concrete action to achieve this goal.” Get the full story at SiteMinder