The CEOs of these companies seem more confident than ever in the ability for these strategies to have an impact on bookings. The more aggressive tone CEOs adopted earlier last year has gradually faded and the conversation about the so-called direct booking wars has moved beyond an us-versus-them mentality.
What happens this year will be especially pivotal, as hotels see whether this strategy is truly sustainable, and whether they can afford to keep investing in these types of campaigns and discounted loyalty member rates.