Featuring: Chris Anderson, Assistant Professor at Cornell School of Hotel Administration
Travel shoppers use online travel agencies (OTAs) more for research and comparison than booking. Hotel listings on OTAs influence a much larger share of transactions. In fact, hotels that are listed on OTAs see increased reservations on their own sales channels (call centers, booking engines, etc.), according to the results of Anderson’s recent study The Billboard Effect.
Anderson offers tips on how to use these marketing vehicles to increase conversions. Learn the answer to the question: “What can I do to increase conversions?”
Watch this episode: The Role of OTAs in the Travel Planning Process