OTA: Friends or Foes?
Duration : 75 minutes
Up until the dot.com era, hotel distribution channels were traditionally the same, with travel agents and tour operators playing an important role, along with global distribution systems (GDS) for bigger properties and hotel brands. But the past fifteen years have seen the emergence and increasing importance of online travel agencies, better known as OTAs: Expedia, Booking.com, Orbitz, Travelocity, etc. While hotels were happy at first to get new or incremental business from these partners, many are now cringing with the commission levels paid out, specially when customers could have, or should have, booked direct with the hotel.
In this session, we cover:
- Brief history of the online distribution landscape in travel
- The online duopoly of Expedia and Priceline
- What role for TripAdvisor in this new ecosystem?
- What about Google?
- Practical tips on how hotels can take back control and compete on even grounds