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The Role of OTAs in the Travel Planning Process


Expert: Chris Anderson, Assistant Professor at Cornell School of Hotel Administration

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. Hotels that are listed on OTAs see increased reservations on their own sales channels (call centers, booking engines, etc.).

In this episode, Chris Anderson, Assistant Professor at Cornell School of Hotel Administration explains  additional factors that influence conversions:

  • Page positioning
  • Advertisements
  • Competitive offers

Basically, the better you merchandise your hotel on OTAs, the greater your conversion factor will be.


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