Top 10 takeaways from Direct Booking Summit Dallas: What hotel teams need to know

From inspiring hotelier presentations to expert tips from industry leaders, the Direct Booking Summit in Dallas delivered a ton of valuable insights. Speakers shared recurring themes, smart ideas, and practical strategies to help your marketing, ecommerce, and revenue teams tackle today’s toughest challenges. Below is a quick rundown of the standout takeaways and top tips they recommended.

And if you'd like to dive deeper into the insights shared in this blog, you can download the full Key Learnings Report now.

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1. Guests want to book direct
2. AI Search is transforming traffic patterns
3. User-Generated Content resonates more with guests
4. Social media is driving bookings, not just brand visibility
5. The big secret of paid search ads
6. Demographic segmentation isn’t enough
7. Alignment drives results
8. You can’t take a back seat on wholesaler rate parity
9. Contextual content beats generic messaging
10. First-party data collection is worth the effort

1. Guests want to book direct

Google data shows that 70% of prospective guests want to book directly with hotels. And according to data from over 120 million hotel bookings, direct bookings deliver 60% higher revenue than those from OTAs. The foundation exists—hotels just need to make it easy and give guests compelling reasons to choose booking direct over third-party platforms.

"[Driving traffic to your website] shows the impact your direct booking site and engine have—not just on bookings, but on ancillary revenue too, with direct guests more likely to buy packages, upsells, and extras."
— Anthony Lazzara, Market Development Manager, SiteMinder

 

Ideas to increase direct bookings:

• Make direct booking benefits (like perks or flexibility) highly visible.
• Audit your mobile and checkout experience for friction points.
• Use compelling reasons — not just loyalty programs — to win over OTA visitors.

 

2. AI Search is transforming traffic patterns

Hotels risk losing 50% of direct traffic to AI search by 2028. Properties must optimize for Generative Engine Optimization (GEO) now using structured data and clear content, while testing booking engines with AI agents to ensure future compatibility.

"All this work you're doing, coming to the Direct Booking Summit, driving lots of direct traffic to your website—that could all be in vain if you forget to optimize for AI."
— Chimmy Kalu, Staff Product Designer, Triptease

To stay visible in AI-driven results:

• Structure your content using proper heading hierarchy and schema markup.
• Create dedicated pages targeting common AI-generated travel queries.
• Test your discoverability using tools like Perplexity and ChatGPT.

Download the Key Learnings Guide to explore top AI strategies and tips (plus get your hands on an essential AI optimization cheat sheet!)

 

3. User-Generated Content resonates with guests more

UGC delivers 2–3x higher click-through rates than traditional imagery. Hotels are building scalable influencer systems and encouraging guest content sharing to create authentic, cost-effective marketing that drives direct bookings.

"We’re getting higher engagement and clickthroughs and it’s because of the really fun in-the-moment UGC content.”
— Casey Barks, Director of Marketing, Staypineapple

Quick wins with UGC:

• Ask for usage rights in influencer outreach and post-stay emails.
• Use guest content in ads, email, and on-site to boost trust.
• Prioritize real experiences — not just glossy room shots.

 

4. Social media is driving bookings, not just brand visbility

With 40% of Gen Z using TikTok over Google for search, social platforms play a role in booking decisions, not just brand awareness. Successful hotels create vertical video content with authentic experiences rather than polished marketing materials.

"Over 80% of travelers already use social media for travel inspiration and discovery — and nearly all millennials are already sharing their travel experiences online. Just imagine how those numbers will grow as Gen Z gains more buying power."
— Ben Wolff, Co-founder, Onera

Smart social strategies include:

• Publishing 3–5 vertical videos weekly with audience callouts.
• Featuring staff, rooms, and unique experiences in short clips.
• Connecting viral moments with live rate strategies when possible.

 

5. The big secret of paid search ads

Even when guests search for a specific hotel by name, Google often assumes they're still in research mode — looking to compare options rather than book. To keep users returning, Google prioritizes results that satisfy this intent, like OTA listings. It's not favoritism—Google's data shows OTA ads convert better for the kind of experience Google believes the user wants. Ironically, this can mean OTAs pay less than hotels for the same branded clicks, making direct bookings an uphill battle.

"Ads from OTAs appear to survive more often, even make it to the auction 10 times more often. This is all a side effect of this machinery trying to figure out what will encourage people back to Google."
— Sanjay Vakil, Former Product Manager, Google

What to focus on:

• Improve landing page experience to match user expectations.
• Emphasize direct booking benefits 
• Reduce rate leakage so metasearch prices are accurate and competitive.
  
  

6. Demographic segmentation isn't enough

"Measuring customer value is the secret sauce." That's how Stephanie Wheeler, VP of Marketing at Boyd Gaming, described their approach to pricing and personalization. Casinos like Boyd and Choctaw combine gaming spend, retail purchases, spa treatments, F&B spend, and even guest proximity to determine worth. These inputs drive tiered segmentation models that underpin both pricing and messaging strategy.

At Portola Hotel & Spa, segmentation moves beyond demographics.

"Generational targeting is a useful starting point for resource planning — but guests aren't monoliths. Hotels should go deeper and tailor content based on interests, not just age or demographic."
— Evan Davies, VP of Product, Revinate

Tactics to level up segmentation:

• Blend transactional and behavioral signals to assess guest value.
• Create tiered pricing and offers that reflect actual profitability.
• Ask guests what matters to them — and serve content accordingly.

 

7. Alignment drives results

Visual market positioning charts help align all stakeholders—ownership, property teams, corporate—on where properties truly sit versus the competition. This clarity drives consistent messaging, pricing strategies, and investment decisions across all departments.

"We’ve often found that ownership thinks one thing, the property team thinks another, and the corporate team has yet another perspective. An exercise like this has really helped us all get on the same page."
— Jason Pirock, Director of Marketing, Springboard Hospitality

How to align on positioning:

• Clarify your market position with competitive analysis. Pro tip: Request a reverse comp set from STR to see who considers you a competitor.
• Revisit brand story, visuals, and voice to match positioning goals.
• Involve revenue, ops, and marketing in quarterly alignment sessions.