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