Would you go on a diet without knowing or controlling your weight and without using scales? Then why, as a professional, do you want to boost your direct sales without knowing its cost?
Few basic issues of hotel marketing are surrounded by so much lack of knowledge and are subject to so many manipulations. We hear hoteliers say that “It costs nothing”, reports funded by OTAs which reach the conclusion that they incur the same high costs as intermediated ones and others which state that nobody knows the cost.
Most independent hoteliers would not be able to respond with an exact figure. Knowing it will justify and allow you to quantify your direct sales boosting actions at the expense of other channels, which comes with the savings estimate it entails.
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