We all know that a lot of online bookings happen via OTAs. That is why a lot of hoteliers use Google Hotel Ads. It’s a service you can see live every day in Google Maps and search results, but it’s in 99% of the cases “only” directing the users to the large OTA’s like Booking.com, Kayak and TripAdvisor, etc.
FACT: online travel agencies are growing fast, over 76% of online bookings happen via OTAs.
In the research, made in 2015, it was stated that online channels are growing even faster than the total European travel market. It is not a surprise – OTAs are considered the largest spenders on online advertising. They are moving forward very fast, improving rapidly and their technology implementation is absolutely fantastic. These OTAs efforts to attract more clients directly benefits hotels – it is an easy way to improve occupancy, without putting much effort and resources into advertising.
However, for hotels, the success of online travel agencies represents both an opportunity in terms of increased sales and promotion and at the same time a threat because of the huge commissions they need to pay and the rising competition for customers’ loyalty. That is the reason why small independent hotels have a love-hate relationship with OTAs. It can help you get more bookings, but this obviously comes with a price tag.
So…Do you know what the cons of working with OTAs are? Read more
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On the battlefield between desktop computers and mobile devices, the winner is obvious. Considerably more shopping searches, learning processes, local search queries and billions of other consumer actions are being made on the smartphones. Real-time moments have become new marketing strategy and brands are willing to predict every step while consumers are making decisions. That is why the micro moments are here for help!
Are you working hard to get more online direct bookings, only to find out that huge Online Travel Agencies (OTAs) like Booking.com, Expedia, Hotels.com, etc. are taking most of your online reservations?
If so, you are not alone. The truth is that over 76% of online bookings happen via OTAs, so yeah, you’re right, you might get the feeling that you do all the work, and someone else is taking advantage of it.