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Is there a direct online channel dilemma?

A recent, very heated, discussion on LinkedIn about direct online vs OTA distribution prompted this article. Some of the direct distribution “detractors” claimed that the direct channel was, quite often, more expensive than the OTA channel, pointing toward ROIs from metasearch marketing, so why bother? Proponents of direct distribution insisted that the direct channel was more than just ROIs that allowed the property to “own” the customer. ....

United States , Youtube Trueview , Tripadvisor Metasearch , Google Display Network , Google Hotel Ads , Kayak Hotels , Content Marketing , Digital Customer Journey , Direct Channel , Online Reputation Management , Digital Customer , Gmail Ads , Google Business Profile , Google Ads , Customer Match , Pay Per Stay , Display Network ,