Hyatt would target increased investment in digital marketing to encourage travelers to book through agents and travel management companies. Hyatt's bold strategy comes at a time when more and more hotel brands are pushing direct-booking campaigns that reward guests for booking directly through a company's website, mobile app, call center or a travel agent. In April 2016, Hyatt joined the movement, announcing that loyalty members would earn up to a 10 percent discount on their hotel stay when booking directly through one of the aforementioned channels rather than an OTA. " guarantees the best price, and its hassle-free experience means you manage your reservations on your terms," Hyatt's senior vice president of global digital Ellen Lee said in a statement at the time. Get the full story at TravelPulse and Travel Market Report