The independent hotel market in Europe is a big business. Big in terms of employment, tourism and contribution to local economies. Most importantly for our industry, independent hotels are big in terms of room inventory – the collective number of rooms these hotels represent.
This inventory is what makes independent hotels attractive partners for online travel agencies (OTAs), and it’s at the heart of the current struggle for independents and chains alike to strengthen their direct bookings. Fortunately, along with all that inventory, independents have 10 powerful, often overlooked advantages when it comes to competing for market share.