How the new us loyalty push could shift guests from direct channels to otas — and push hotels to rethink pricing and perks
Sep 11, 2025
Booking’s U.S. credit-card announcement is more than a marketing move — according to Mirai’s latest analysis, it poses strategic risks and competitive pressures for hotels, particularly in direct channels, and demands a sharper response.
- Key takeaways
Heightened OTA leverage: With the card, Booking can make its platform significantly more attractive, pulling customers away from hotel direct booking by bundling rewards and perks in ways hotels may find hard to match. - Data & loyalty intensification: Booking’s card strategy gives it more access to shopping, spending, and behavior data outside travel, which can strengthen its targeting, personalization, and loyalty offerings—making its value proposition harder to compete against.
- Differentiated risk by hotel type: Independent hotels and small groups are likely to feel the impact more strongly, especially those with a high share of U.S. guests, because they have fewer resources and weaker loyalty infrastructures compared to large chain brands.
- Direct channel urgencies: The article pushes hotels to sharpen their direct offerings—better pricing, perks, unique guest experiences, loyalty programs—because staying passive increases the risk of losing bookings to OTAs enhanced by the credit-card incentives.
- Competitive response window: Although Booking’s move is powerful, success isn’t assured in the short term; hoteliers have a window to adapt, innovate, and shore up their advantages before the full effects take hold.
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