Why we should all be booking hotels direct

As a public relations consultant working with hotels and B&B's in Cumbria, I was interested to read Juliet Kinsman's recent piece on whether 'Tripadvisor can really be trusted'. Expecting it to be about fake reviews, she instead highlights the way the site, in cahoots with other large online travel agencies (OTAs), is crippling those smaller independent hotels with little marketing budgets. If you don't pay a whopper of a commission (around 20%), to these OTAs then you can wave goodbye to showing up on any Google search results and achieving any direct bookings. It's a lose lose situation. So what as consumers can we do to slow the tidal wave of OTA domination? Book direct! Yes, by all means

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