This document discusses how hotels can use traveler data to win more direct bookings. It outlines the three main pillars of travel data that hotels should analyze: destination, guests, and competitors. Understanding data about these areas can help hotels optimize their content, pricing strategies, and positioning to attract the right travelers. Analyzing metrics like search volume, price, traveler types, and competitors' strategies allows hotels to tailor their offerings to anticipate travelers' needs. This targeted approach using insights from traveler data can increase direct bookings compared to a one-size-fits-all strategy.