The so-called “direct booking wars” have been raging for a while now as corporate hotel brands, independent hotels, online travel agencies, and Google have each tried to push customers to make transactions on their respective online and offline properties to build loyalty and drive revenue.

Independent hotels often have more to lose in these situations due to a lack of corporate backing - especially as Airbnb and VRBO usage creeps into the mainstream and achieves increased market penetration. But because of their inherently lean nature, independent hotels also have more opportunity to make swift moves to align with shifting consumer demands and changes in the market.