Interesting read. I, like many others, have been booking through online aggregators over the past few years. While, the top end hotels might have the visibility to attract direct footfalls and will continue to lure customers with loyalty programs. The mid range or lower end budget properties don’t really have a way to attract new customers. Thus, the OTA approach works as the best possible marketing channel and probably more effective than burning money on SEM and/or Fb ads. Once they have gained some credibility and loyal customer audience, only then these properties can stop relying on OTAs.