H. Kader Şanlıöz-Özgen collaborated with scholars from Ege University and Akdeniz University to propose a model for assessing the direct online booking competence of hotel businesses via their web and mobile sites. Designed as a multiple case study including 22 hotels, the study produced an assessment framework (web and mobile site-based direct online booking competence) with an extensive checklist of 107 items in six dimensions (informative and experiential content, user interface, promotional, mobile, and crisis communication). The framework is also effective in classifying hotels according to their web and mobile site-based direct online booking competence such as optimal, effective, functional, dynamic, practical, and basic performers with reference. The generated model promises to help hotel industry dominated by SMEs for their digital transformation leading to higher returns from direct channels —a key objective of SDG 9