Merci France perspective. This general analysis must be adapted to the context, evidence and obligations of each organisation.

The objective is not to eliminate a productive channel. It is to regain control over the distribution mix, acquisition economics and the customer relationship.

Measure the full cost of each channel

Commission alone gives an incomplete picture. Marketing expenditure, technology fees, cancellation patterns, payment conditions, operational workload and future customer value all affect net contribution.

Create a genuine reason to book direct

• a clear benefit that respects applicable rate-parity rules;
• a simple and reassuring booking journey;
• content that answers objections before booking;
• consented collection of preferences;
• useful pre-stay and post-stay communication.

Move progressively

Protect base demand while testing improvements by segment, source market and travel purpose. The right objective is a healthier channel portfolio, not a symbolic direct-booking percentage.