From a traveler’s perspective, the best way to book a hotel is via the most convenient, easy-to-use and rewarding channel.

Research from STR’s Tourism Consumer Insights suggests that in at least two of the three requisites, travelers give the advantage to the online travel agencies.

Where the hotel or brand website can and often does prevail in the booking battle is in rewards for its loyal guests, Sean Morgan, director of research at STR’s Tourism Consumer Insights. “Loyalty is one of the key drivers to shift the balance of direct versus OTA booking,” he said.