Last year, direct bookings accounted for around 49% of U.S. hotel and lodging online gross bookings, versus OTAs at 51%.

By 2022, Phocuswright predicts, direct bookings are on track to grow to a 50% share.

The turnaround follows a period of intense investment for many major hotel companies that have encouraged customers to book direct by beefing up loyalty programs, launching marketing campaigns and offering exclusive discounts or "best price" guarantees.