In this episode, host Steve Carran speaks with Pablo Revale, CEO of Zerf, and Rodrigo Perez Garofalo, CPO of Zerf, live from the floor of The Hospitality Show. Zerf is a tech company helping hotels recover lost revenue by securing more direct bookings through website optimization, testing, and data-driven solutions. Pablo and Rodrigo discuss their diverse backgrounds, the challenges hotels face with OTAs (Online Travel Agencies), and how Zerf is working to empower hotels to regain control over their sales and booking processes.  Key Topics: How does Zerf help hotels increase direct bookings by reducing dependency on OTAs? What are the industry challenges?Why do hotels struggle to convert website visitors into direct bookings due to poor clarity, trust, and user experience? This episode provides valuable insights for hoteliers looking to improve their website's performance and capture more direct bookings. Sponsor spot: This episode is sponsored by Zerf: https://zerf.tech/ Join the conversation on today's episode on The Modern Hotelier LinkedIn pageThe Modern Hotelier is produced, edited, and published by Make More Media Links:Pablo Revale on LinkedIn: https://www.linkedin.com/in/pablo-revale/Rodrigo on LinkedIn: https://www.linkedin.com/in/rperezgarofalo/ Zerf: https://zerf.tech/ For full show notes head to: https://themodernhotelier.com/episode/115 Follow on LinkedIn: https://www.linkedin.com/company/the-... Connect with Steve and David:Steve: https://www.linkedin.com/in/%F0%9F%8E...David: https://www.linkedin.com/in/david-mil...