In today's travel economy, hotels are being pushed to rethink how they attract and retain guests. As OTAs increase commissions and tighten control over guest data, the cost of relying on these channels grows heavier every year, making a strong direct booking strategy more essential than ever. The most effective way to strengthen that strategy is by focusing on loyalty. Modern travelers expect immediate, tangible value. Traditional points-based programs that take months or years to feel meaningful no longer meet guest expectations. Travelers want instant benefits at the moment of booking, and hotels that deliver this gain a clear competitive advantage.

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For hotel partners, the priority should be integrating a modern loyalty approach at every stage of the booking path. When guests see real value, such as cash rewards, right when they book, they are far more likely to choose the hotel's direct website instead of an OTA. And once they book direct, they are more likely to return, engage with remarketing, and build long-term loyalty.

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The future belongs to hotels that own their guest relationships, and modern loyalty is the key to making that shift.