Nicole Adair, Product Manager and Director of Revenue Management for Hire, with SHR, joins Jason Emanis, from her office in Dallas, Texas. She talks about how it's more important than ever for a hotel to be segmenting their booking business... -the huge shift from OTA to direct caused by the 'billboard effect' amid the pandemic, -the need to focus on using segmentation data to inform their strategy, i.e., -booking window, -when the guest is booking, -where the booking is coming from, -cancellation rate by channel, -cost of channel that might lead to shift or restrict certain channels, etc.