2024 Direct Booking Acceleration Study

Our 2024 study has kicked off. Don’t miss out and share your voice in our “Hotel Direct Booking Accelerationsurvey. Help the industry better understand direct booking strategies and tactics, as well as emerging trends.

We really appreciate your feedback! It only takes about 20 minutes to complete our survey.

All responses will be kept strictly confidential and are used only to determine trends. Data will be reported only in aggregate form and your individual responses will not be shared with any external partners or sponsors.

As a Thank you, you will receive your in-depth Executive Summary (in October/November).

To participate in the online survey, please click here.

We thank our sponsors Amadeus Hospitality, Cendyn, dailypoint, D-EDGE, ErmesHotels, Oracle Hospitality, Profitroom, P3 Hotel Software, SHR, Thynk and Zucchetti for making this study possible. We also thank our partners ExploreTECH, hospitality INSIDE, HSMA and IHA for their support.


  • Increase of Online Direct bookings over the next 2-3 years and necessary tools
  • Required functionalities from systems supporting and driving Online Direct bookings for hotel chains:
    • Internet Booking Engine/ Central Systems
    • Apps
    • CRM/ CRS integration
    • Guest profile handling
    • Personalization / Decision engines and other website features
    • Guest Portals
    • Loyalty/Membership program trends & achievements
    • Ancillary Sales / Retailing
    • Other
  • Competitive edge vs. indirect online channels and the hotel chain’s capability of competing
  • Pros and Cons of membership programs vs. loyalty programs and their impact on increasing Online Direct bookings
  • How can Artificial Intelligence support the Direct Booking growth trend? What functionalities are requested by hotel chains?


  • Insights on market specifics, hotel chain needs and industry viewpoints
  • Identification of typical challenges including ideas to overcome these deficiencies
  • Description of today’s strategic issues
  • Recognition of innovative and upcoming solutions
  • Overview of actionable tasks for serving general, key market requirements
  • Strategic implications by region and hotel chain size buckets
  • Extensive promotional activities
  • Benefits for the hospitality industry:
    • Hotel chain survey participants receive an in-depth Executive Summary and
    • All global hotels have access to the press release/public Industry Tech Report