The potential customer's searcher region is a particularly unique variable when it comes to a metasearch auction. It's one of the few factors that doesn't just increase the value of your guests, but actually impacts who visits your hotel.

After months of anticipation, the Direct Booking Summit EMEA opened its doors this morning - and if the first day is anything to go by, this could very well be the best event yet. Hundreds of innovation leaders gathered in the heart of Paris for the biggest event in hospitality, with 25 influential figures within the industry presenting keynotes, panels and debates across a wide range of fascinating topics.

Hotels and OTAs both need each other. However, despite their fundamental interdependence, the relationship between the two has felt distinctly one-sided over the past decade of relentless OTA growth. Things are starting to change, though - sweeping industry disruption, the direct booking movement and bold new stances from major brands are beginning to tilt the scales in favor of the hotels.