After two-and-a-half years of promoting direct bookings, room-night demand through Brand.com in the United States is on average 50 percent higher than OTA room-night demand, the report finds.

While the industry benefitted from a burst of initial direct business as a result of large-scale advertising campaigns, true long-term gains were realized once hotels began updating their mobile applications to offer more perks for booking direct.

Almost all brands have substantially updated their apps to offer keyless entry, more features, mobile check-in and different services such as those. All these benefits only apply when booking through the brand’s app or as a loyalty member and those things were not in place in the beginning.

Report: Book Direct Campaigns 2.0