The benefit is always less than if your brand controlled everything it touches. Using a third-party to execute a significant portion of your Guest experience can be crippling. The Guest’s loyalty then is with the delivery brand and not your brand regardless. You've become a commodity.
You can capture it up to the point you surrender the Guest experience to a third party app. Which is why third party apps should never be considered. If you’re going to deliver (and you should have for the past umpteenth years) then own it. Look at what hotel brands allowed the OTAs to do […]
