According to Michael George, president and CEO of Crescent Hotels & Resorts, brands are winning against the OTAs, attributing that edge to “the ability to attract and retain that guest and get them to book direct."

RLH Corporation's Greg Mount talked about how channel management has matured, and companies including RLHC are better equipped to “understand when to leverage (certain) channels and understand consumer booking on them … because understanding those channels and when to use them is really where the direction is going.”