Travel shoppers use online travel agencies (OTAs) more for research and comparison than booking. Although OTA market share is small, hotel listings on OTAs influence a much larger share of transactions.
Opaque bidding mechanisms are particularly attractive to value-seeking, non-brand loyal consumers who want 4 and 4 ½ star accommodations but don’t want to pay retail rates.
Chris Anderson, Assistant Professor at the Cornell School of Hotel Administration, discusses how hoteliers can leverage sites like Priceline and Hotwire to price into the value-seeking, non-brand loyal consumer segment while maintaining higher rates at retail outlets. In this episode, you will learn tips on getting started with [...]