Mark Simpson (speaker/creator) argues that guests book directly with hotels not solely to save money but because of incentives. He gives examples used by large chains (Hilton, Marriott): free Wi‑Fi, earlier check-in, and free breakfast as tangible incentives that motivate direct bookings.
When it comes to booking direct, we naturally assume and wrongly assume that the reason why a guest would maybe book direct is to save money. Now, money does play a part, but it's not the only part. What guests really want and what we want is incentives. So, for example, you look at what the Hilton, the Marriott and these big chains do, and when you book direct with them, you get free WI fi access. You can get earlier check in time, you maybe get free breakfast, for example. So nice incentives. And people do book direct because of it.
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