Research supports the view that Online Travel Agents (OTAs) are great tools for providing an overview of accommodation options available for a given destination. A large inventory combined with clear information, customer reviews and a range of payment options make them popular.
RevPAR in online distribution channels means that it will make little difference whether a guest books through an OTA or directly using the hotel website. However, for the hotel, it’s the difference between owning the customer, and paying out 15% to 20% in commission to the OTA per booking.
It’s not that hotels don’t understand marketing, it’s just they don’t have the time and in-house expertise to dedicate and exploit the online marketplace in the same way that the OTAs do.
The good news is that as people have become more web-savvy, so too have their research skills: they will now check a range of websites prior to making a booking, and that includes visiting the hotel website (in some cases historically buried under lots of affiliate broker websites).OUR STRATEGIES CAPTURE AND CONVINCE GUESTS TO BOOK DIRECT.
"In one online survey we found that 40% of visitors to a hotel website, were actually looking for the best rate."