Many hotels receive guests through aggregators, but this creates constant dependence on external channels and reduces the share of direct sales.

In this session, Dmitry Sotnikov explains how a hotel can return part of its sales to its own channels through the website, SEO promotion, direct communication, and clearer guest journey.

The session shows how the hotel website, administrator work, additional services, and direct booking logic can be connected into one sales system.

Participants will understand what prevents guests from booking directly, how to strengthen the hotel's own channels, and how direct sales can support hotel revenue without reducing guest service quality.

Target audience: hotel owners, hotel managers, heads of sales, hospitality marketers, and specialists responsible for direct bookings and guest communications.

Format: practical session on direct sales, hotel website performance, and reducing dependence on aggregators.