You’ve surely heard before that the big brand investment in direct booking campaigns trickles down to independents (by way of travelers being more aware of the value of booking directly). Hotel brands have poured billions of dollars into direct booking campaigns, and a report by Hitwise in May of this year shows that for some of the major players, direct bookings are looking up. For everyone else, not so much. OTAs still achieved an almost 3% gain in market share, while hotels lost 3.87% (Skift). So while ad campaigns may have paid off for the Wyndhams and Hiltons of the world, when it comes to smaller brands and independents, the battle for direct bookings is still raging.