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The Billboard Effect: Hotel placement on Expedia results in a 20% increase in bookings on other channels


This week on VTV Channel, John interviews  Chris Anderson, Assistant Professor at the Cornell School of Hotel Administration.

Chris Anderson shares the results of a research study “The Billboard Effect” conducted in partnership with JHM Hotels and Expedia in which four properties were cycled on and off Expedia over a period of three months.

  • Hotel placement on Expedia results in a 20% increase in bookings on other channels
  • Reservations made on other channels (call center, brand.com, other sites) offset reservations made on OTAs
  • Rates attained while being listed on Expedia were about 2-3% higher
  • Hoteliers need to think of OTAs as marketing vehicles versus reservation engines

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