2016 is the year of OTAs vs. direct. Has the time come for independent properties and hospitality groups to join the battle and rethink their online distribution strategy? No matter how big your hotel, there are a lot of opportunities to take some bookings back from the online travel agents. Hotel distribution technology has reached new heights and keeps improving. Digital marketing tools are available for everyone. So even without the budgets of Hilton and Marriott, Independents can win big but only if they try.