Guide
The Great Shift from Intermediaries to Direct - Practical Steps for 2025–2026
Executive Summary
Direct is rising when hotels provide a reason (smooth UX + small perk). Fresh data shows meaningful shares coming via hotel engines and growing direct preference when value is clear.(link)
What’s Really Happening
Platforms push pay-to-play; commission bands 15–25% pressure margins.
Many travelers discover on a marketplace then check the hotel site before booking-win them there (speed + perk).
AI discovery (see Guide 1) increases the value of clear, authoritative hotel websites.
30-Day Plan
Booking UX
3-click flow, mobile-first, visible perks (flexible check-in, welcome drink).
Clarity
Homepage block “Why book direct today.”
Trust
Recent reviews widget + owner photo/signature.
Remarketing
Abandoned cart/researchers get gentle WhatsApp/email within 24h.
KPIs to Track
- Direct share (%)
- Checkout conversion (site)
- “Book direct” block click-through
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