Travel shopping behavior follows a cyclical flow – when demand is low, OTAs thrive because consumers are value-conscious and looking for the ‘best deal.’ When demand is high, shopping traffic moves back to supplier sites.
Chris Anderson, Assistant Professor at Cornell School of Hotel Administration, shares his insights on how hoteliers can leverage OTAs and brand.com to achieve maximum conversion.
Key learnings in this episode:
- The recent demand decline led to increased traffic on OTAs
- Value-conscious consumers shop more – OTAs are vehicles to shop & compare
- An enhanced presence on OTAs positively impacts bookings on supplier channels