Its a bit hard but this article suggests that the effort put into ones own website content may be rather futile given that at least 50% all go to the agregator sites like booking.com. And the y like the point and compare options and service the get there.
Indeed #travelshopping is the name of the game. We have a whitepaper on that and it is clear that hotel need to provide cross site stickiness. Such as allowing travellers to add option to their own wish list, and facilitate access to that wish list, which will include your competetion.
Hotels are not ready for this and may never be.