This white paper by D-EDGE analyzes the impact and costs of direct bookings in the hotel industry, especially considering the rise of AI and digital marketing strategies. Partnering with over 10,500 hotels globally, D-EDGE highlights a growth in direct bookings driven significantly by digital advertising, with metasearch platforms, particularly Google, playing a crucial role. The research also notes a decrease in the cost of ad-driven bookings and explores various scenarios testing AI's influence, including Google's Performance Max. Findings suggest a promising future for AI in enhancing direct bookings and reducing distribution costs, with successful strategies combining AI with manual efforts.

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