The direct channel continues to rise and takes a bite out of the OTAs! The share of direct has increased to reach a record level in the first quarter of 2021, representing a third of a hotel’s revenue. In times of crisis, hotels have favoured the Metasearch CPA model which is the least risky business model. And Google Hotel Ads is literally crushing the model.
But what about the new Google free booking links? Does this new offer live up to the expectations raised by it?
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