I can’t even begin to remember the number of times I have heard hoteliers talk about the need to get more direct business, preferably through their own hotel websites. Of course, this is something we want for all our hotels. We know that direct sales bring a higher margin to the bottom line, rather than via reservations (with commission) to third party distributors like OTA or low net rate wholesalers and tour operators. The big guys already include social media as a major pa

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