No Defense for the OTAs
No matter what numerical data is presented, it doesn't refute the simple fact that the OTAs are converting your customers into theirs.
A recent article in this online journal labeled OTA bashing as a ‘fashionable sport,' and went on to dispel some common perceptions and cite reasons why you, as a hotelier, should embrace the OTAs. Read it, then step back for a minute and look at the big picture. No matter what numerical data is presented, it doesn't refute the simple fact that the OTAs are converting your customers into theirs.
One such proof is what's called a ‘billboard' effect, which they claim has been widely studied and verified. The concept is that your hotel is prominently mentioned on one of the OTAs for potential customers to find. This mention raises awareness of your property name so that people may go to your website, and may even make a booking there. Does anyone really think that this happens with frequency?
Look at the OTA contracts, and then examine issues of channel conflicts. Realistically, the only reason an individual might purchase on your website instead of the OTA is that the inventory on that OTAs site is either not the right room (or bed) type, or the desired dates weren't available. It is all but impossible for the price on your website to be less than the OTA. If it was, you'd probably be in violation of your OTA contract.
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