1 out of every 2 hotel bookings globally are made via Online Travel Agencies (Expedia, PhoCusWright).
For small and independent hotels, big OTAs (Expedia, Kayak) take 25-30% of booking revenue. The cost is huge.
For Nizuc, an independent luxury resort, we had two objectives:
Efficiently win direct, full-rate bookings
Re-enforce luxury positioning: no BOGOs, no discounts.
