Hyatt has gone out to the owners of its hotels and let them know that it plans to launch “’an aggressive sales & marketing plan’ to drive more direct bookings...”.  As so many are now doing, Hyatt is looking to reduce its dependence on the OTA’s and their associated cost model by pushing more customers to book direct.  What’s wrong with this picture?  The painting of the OTA’s as an ‘adversary’ is not only unwise, it is actually also unfair.