It can prove a challenge for accommodation providers to strike the fine balance between direct bookings and the OTAs. Particularly in light of forecasts suggesting that the Priceline Group (the parent company of Booking.com) and Expedia will control 94% of all online hotel bookings between them by 2020. As a result, it has never been more important to invest in inspiring and capturing those all-important direct customers. The good news is that recent research indicates that 88% of consumers prefer to buy directly from a brand, if given the option. So it follows that the most successful properties will be
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