To begin with, independent hoteliers must understand that digital marketing consists of three distinct, but interconnected and interdependent categories: Guest Engagement Marketing, Guest Acquisition Marketing and Guest RetentionMarketing. Second, independents must “play” in all of these three categories – not in one or two, but in all three categories.

Only and only then they will be able to re-establish a relationship with the digitally-savvy customer in all phases of the customer journey: Dreaming, Planning, Booking, Experiencing and Sharing and win the direct booking, resulting in decreased OTA dependency and lower distribution costs.