Hotel chains have to share revenue with OTAs like booking.com. OTAs typically have agreements that they get the lowest public rates. Therefore, if you’re a ho

Hotel chains have to share revenue with OTAs like booking.com. OTAs typically have agreements that they get the lowest public rates. Therefore, if you’re a hotel with enough online presence to drive demand, you can keep more of the money by having customers book direct via a loyalty program. One way to do that is a broad network that allows customers to always book directly with you.