Why Direct Booking Isn’t Working, Hyatt’s Miss, and the New Rules of Demand

This week, Scott, Ben, and Zach discuss the growing disconnect between industry strategy and traveler behavior.

New data from Cloudbeds shows OTA share continuing to rise for independent hotels, even as operators double down on direct booking initiatives. At the same time, Hyatt tied executive compensation to improving direct channel performance—and failed to meet the target, underscoring how difficult the shift has become, even at scale.
In parallel, short-term rental data suggests demand has not weakened, but rather evolved. Travelers are taking longer to convert, prioritizing flexibility, and increasingly relying on platforms during moments of uncertainty.
And in the Caribbean, tourism reached record levels despite severe hurricane disruption—highlighting both the strength of global demand and the growing importance of long-term resilience.

Taken together, these stories point to a broader shift: success is no longer determined by capturing demand more efficiently, but by creating it earlier—and owning it before the booking ever begins.

This Week in Hospitality is presented to you by Journey.

Journey is a loyalty platform built specifically for independent boutique hotels and high-touch hospitality brands. Our mission is to give operators the same powerful rewards engine, data intelligence, and guest insights that major chains rely on — without asking them to give up the individuality, soul, or story that makes their property extraordinary.

If you’re an owner or operator of an extraordinary, independently owned and operated hotel or residence — and you want to see whether your property is a fit for the Journey Alliance — you can learn more and apply at https://www.journey.com/alliance

 

Key Topics & Timestamps

00:00 — Intro
03:15 — Story #1: OTAs Gain Share as Direct Booking Push Stalls
27:02 — Story #2: Hyatt Ties Executive Pay to Direct Booking Goals
40:16 — Story #3: Caribbean Tourism Rebounds Despite Disaster Losses
45:06 — Story #4: STR Demand Isn’t Falling—It’s Delaying and Shifting
51:21 — Spice of the Week

 

Your Hosts:

Zach Busekrus — Journey

LinkedIn: https://www.linkedin.com/in/zachbusekrus/

Instagram: https://www.instagram.com/behindthestays/

 

Scott Eddy — Global Travel & Hospitality Expert @MrScottEddy

LinkedIn: https://www.linkedin.com/in/mrscotteddy/

Instagram: https://www.instagram.com/mrscotteddy/

 

Ben Wolff — Founder of Onera & Oasi

LinkedIn: https://www.linkedin.com/in/ben-wolff/

Instagram: https://www.instagram.com/iambenwolff/

 

Edwin Kramer — Luxury Hotelier Consultant & Former GM

LinkedIn: https://www.linkedin.com/in/edwinckramer/

Instagram: https://www.instagram.com/edwinkramer/