Whether you are a hotelier, restauratant owner, car rental company, cruise line or attraction, you seek to capture not only the attention of the internet user but also to lead them to your own website where a transaction can occur.

Online travel agencies, commonly known as OTAs, are taking an increasing share of the online revenues, not to mention new distribution channels or the ever important role of Google in both search and referral trafic. So, OTAs: friends or enemies?

In this keynote particularly popular with tourism stakeholders, we discuss the challenges related to the new online distribution methods as well as possible solutions to regain control for direct bookings.

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