Member Discounts: Costs in addition to commission

For better or worse, Online Travel Agents are an essential partner for the vast majority of hotels.
Customers prefer to make reservations from specific websites, which give through filters and maps exactly the product that suits them, and with a guarantee of a better price.
To the best price can be added some “member discount”, which mean even lower prices that are essentially the loyalty programs of OTAs.
In this way the hotel “finances” the habit of guests NOT to book directly. Therefor those hotels that operate with a sales strategy and not with a regular “seeing and doing”, a big question must be asked: do they want to build their own clientele with an action plan instead of building the clientele of the local authorities with their own discounts?