Bill Carroll | July 13, 2016
By Bill Carroll 'Book direct' is the war cry of hotel owners, management company executives, chain CEOs and many marketing consulting groups. Like real war, the costs and benefits must be evaluated, particularly by those who will be paying for it - hotel owners. This is even more critical for a war that is unwinnable. "Wars are won and lost on the basis of superior strategy and overwhelming resources." -Clausewitz, On War, Book 2, Chapter 2, 1873 An Unwinnable War In this war to win the hearts and minds of modern travelers, intermediaries like Google, Expedia and Priceline have the resources and major strategic advantages. Individually ...
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