Franchise hotels and the framing of online travel agencies
For more than a decade, online travel agencies such as Expedia or Booking.com have been demonized by franchise chains for being too expensive.
Is the criticism true, or is it possible that the OTAs have, in reality, been framed?
Why would franchise chains such as Wyndham, Choice, Accor and IHG focus so much attention on what they refer to as the evils of the OTAs?
Before the 1990s, most hotels received business the direct way:
· Membership organisation
· Selling direct to corporate and government segments.