For Travel Operators, Tech Companies & Industry Allies

Direct Bookings Just Became a Team Sport

The Direct Booking Alliance unites everyone who believes in direct bookings. Alone, shifting the industry is impossible. Together, we build the ecosystem that makes direct bookings win.

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The Challenge

The System Isn't Working for Operators

Direct Bookings Are Hard Alone

As an independent operator, you're competing against platforms with massive reach. Building your direct channel on your own is an uphill battle.

Most Guests Never Return

It's not your fault. Travelers explore new destinations. And when they do come back? 77% of repeat guest revenue still flows through OTAs.

$80B Extracted Every Year

The OTA model extracts billions from operators annually in commissions. $1 billion per year is paid in OTA fees just on repeat guests—customers you already acquired.

The Data Backs It Up

77%
of repeat guest revenue
flows through OTAs
$1B
per year in OTA fees
on repeat guests alone
230K+
bookings analyzed
from 115 operators

Source: HostAI Industry Study

The Movement

The Direct Booking Alliance

We are a coalition of travel operators, tech partners, and industry allies building an ecosystem where value stays with those who create it.

The Direct Booking Alliance is made up of people from across the travel industry. Frustrated travel operators. Fair-minded travel industry veterans. Travel tech CEOs. Travel apps and distributors. Travel creators.

Collectively, we're building the antidote to extractive platforms—a protocol for economic cooperation that incentivizes everyone in travel to shift bookings direct.

Join Us

Who Should Join?

For Operators
Hotels • Vacation Rentals • Tours • Experiences

You want more direct bookings. Less dependency on platforms. Control of your own business and destiny.

  • Plug into the direct booking ecosystem
  • Early access to Kicbak when it launches
  • Build your direct channel with network support
  • Connect with travel tech building for direct
Join as an Operator
Our Community

Alliance Supporters

Join the growing community of operators, tech companies, and individuals building the direct booking future.

View All Members →
The Breakthrough

Kicbak

Kicbak turns guests who never return into new revenue and more bookings for operators.

Most guests never return. It's not your fault. The Alliance helps operators keep bookings direct, cut platform dependence, and share the profits as a network.

Today's OTA Model

Value Extracted at Every Booking

Guest searches on OTA
↓
Books Operator A (OTA takes 15-30%)
↓
Guest leaves, returns to OTA
↓
Books Operator B (OTA takes 15-30%)
↓
Value leaves. Never returns.
The Kicbak Model

Value Circulates Within the Network

Guest books direct with Operator A
↓
Operator A gives free rewards, onboards guest
↓
Guest books Operator B (stays in network)
↓
Operator A earns revenue share
↓
Value recirculates. Everyone wins.
  • Turn guests who never return into a new revenue stream
  • Give your guests rewards for booking direct—at no cost to you
  • Own your guests across the network forever
  • Earn a share every time they book elsewhere in the network
  • Capture travelers shopping at OTAs—reward them for booking direct instead
  • Receive new guests from other operators in the network
Be Part of Kicbak When It Launches
Get Started

Join the Alliance

1

Sign Up

Tell us who you are and what you do

→
2

Get Listed

Your profile goes live in the alliance directory

Join the Alliance
Questions

Frequently Asked Questions

A coalition of travel operators, tech companies, associations, and individuals united around promoting direct bookings in the travel industry. We're building an ecosystem where value stays with those who create travel experiences.
Kicbak is our first initiative—a network where operators share guests directly instead of losing them to OTAs. Operators can give guests rewards at no cost, own their guests across the network forever, and earn revenue when those guests book elsewhere in the network.
Anyone who supports the mission of promoting direct bookings. Travel operators (hotels, vacation rentals, tours, experiences), travel tech companies, industry associations, and individual practitioners are all welcome.
No. OTAs provide value—selection, convenience, trust. We believe in balance and choice. We're building an alternative ecosystem, not attacking what exists. Operators deserve options.
A profile in our directory, visibility within the alliance, connection to others building the direct booking ecosystem, and early access to Kicbak when it launches.
Membership is currently free.

Ready to Join the Movement?

Be part of the alliance building the future of direct bookings in travel.

Join the Alliance