Hoteliers getting clued up, most important comment is to ensure parity of price across all distribution channels and then to try to convert booker to loyal user of direct booking with property..

Marketing Hotel Websites to their Fullest; Lowest-Rate Guarantees, Booking Friendly, Search Engine Friendly / Felix Laboy / October 2004: "want to encourage the customer to be brand loyal to the property, rather than to a third-party distributor...

In order to compete and level the playing field with third-party websites today, hotels and hotel companies must approach distribution as a vital component of strategic marketing and utilize multiple and aggressive online marketing methods. Hotels that adopt and implement an online marketing program that includes the creation, optimization and marketing of a branded website experience increased brand awareness and loyalty, increased qualified website traffic, higher conversion/look-to-book rates, and, ultimately, additional revenues.
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