Today, data is a key component of any industry, and hospitality is no exception. Now more than ever it can be used to lift the lid on customer behavior and provide optimization opportunities that result in more bookings.

That's why OTAs increasingly invest in data-driven features such as automation, machine learning, and predictive analytics. Without a budget that matches that of OTAs, hotels need to develop new ways of collecting and analyzing data that helps them to better understand their guests and drive more direct bookings.